The new beverage, which may appeal to the same demographic as the Blue demon, will first become available in the U.S. It’s also important for the message to connect with the target audience and to understand that the reality of United States Hispanics is different from other market segments in the country.Since the launch of Full Throttle Blue Demon Coca-Cola marketers have promoted the drink via a national Spanish and English-language advertising campaign, in-store sampling and merchandising, public relations programs and a mobile promotional tour.Ĭoca-Cola recently announced another product in the Full Throttle line, Full Throttle Coffee, a coffee and energy blend. In order to connect with Latino consumers it’s important to make specialty products readily in Hispanic oriented retail stores, according to Reinaldo Padua, assistant vice president of Hispanic Marketing, Coca-Cola North America, who discussed the company’s marketing strategies by phone. Presenters Carlos Santiago and Derene Allenįind out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companiesĭiscover what questions to ask, steps to take to be a Best in Class companyĬlick here for more about “Best in Class Hispanic Strategies” audio recording “Best in Class Hispanic Strategies” audio recording It contains caffeine, ginseng extract, Taurine, Guarana extract and B vitamins. In addition, Blue Demon has helped the Full Throttle trademark create a connection with young Hispanic men, a segment the company considers a key target audience.įull Throttle Blue Demon is available in stores nationwide in Blue Agave flavor in 16 and 24-ounce cans. In almost two years, Full Throttle Blue Demon, has nearly doubled in volume from the company executives’ original projections.Īccording to company representatives, Full Throttle Blue Demon has become the key growth product for the Full Throttle product line. For inspiration they relied on the Blue Demon, a Mexican luchador (wrestler) and movie star. In late 2006, recognizing a desirable market when they saw it, marketers at The Coca-Cola Company decided to target blue collar Latino men 20 to 30 years of age with a new energy drink. Hispanics represent 27 percent of the total energy drink volume consumed in the United States. Coca-Cola’s Full Throttle Blue Demon energy drink
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