Coke Ad Campaign Draws Fire From Hispanic Papers
The Coca-Cola Co. announced a television advertising campaign today targeting Hispanics but drew immediate criticism from some Spanish-lanugage newspapers because they are being excluded from the effort.
The campaign, called “Discovery 92: Heritage and Future,” includes English, Spanish and bilingual commercials featuring actress Rita Moreno and regional Hispanic leaders.
At a news conference, representatives of Coke told disgruntled Spanish-language newspaper publishers they would consider expanding the campaign to include newspapers.
“We are very disturbed that there is no allocation for Spanish-language print advertising,” said Aaron G. Lopez, the publisher of El Directorio Hispano, a bilingual newspaper based in Reading, Pa.
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