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With the scheduled arrival of the Limobiles to the principal Hispanic markets across the nation on April 28th, The Coca-Cola Company launches the second phase of an innovative marketing campaign designed to create awareness of its new product, Coca-Cola with Lime among U.S. Hispanics.
During the first phase, The Coca-Cola Company concentrated efforts to introduce Coca-Cola with Lime to the general consumer, specifically the Spanish language dominant in the Hispanic market. Besides the traditional advertising venues - TV, radio and print - the first phase also included product participation in TV programs with high Hispanic audiences, sponsorships in major Hispanic festivals as well as grassroots product samplings. In March, consumers in cities with a high density of Hispanic population sampled more than one million cans of Coca-Cola with Lime.
The second phase of the campaign includes a fleet of Limobiles, trucks colorfully decorated with product insignia and slogan. Throughout the course of this phase the Limobiles will visit selected venues and shopping centers in Los Angeles, San Jose, and San Diego in California, Houston, San Antonio and Dallas in Texas, Phoenix in Arizona, Chicago, Miami and New York. Equipped with state-of-the-art sound systems, the Limobiles will be like "fiesta-on-wheels", complete with DJs and dancers to recreate the effervescent ambiance of the TV commercial promoting Coca-Cola with Lime with the slogan "Guess what it tastes like".
The main objective of the Limobile program is to offer consumers a refreshing break in their daily schedules and sample Coca-Cola with Lime in a happy and festive atmosphere. Besides free samples of Coke with Lime, the Limobiles will also delight consumers with premiums and contests to win prizes associated with the product.
The launch of Coca-Cola with Lime follows the successful roll out one year ago of Dies\t Coke with Lime, which has become the #1 flavored diet cola in America. The launch kicks off a year of innovation for The Coca-Cola Company which will include a range of offerings across all beverage categories. |
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