Dream it. Drink it. Do it.
A Coca-Cola Campaign for Bicultural Hispanics
When children are young they’re encouraged to follow their dreams — to be whoever they want to be and do what they want to do. They will express their desires to become doctors, teachers, zookeepers, firefighters, maybe even superheroes. This is the “American Dream” — the idea that you can accomplish anything you want through hard work and determination while having the best life for you and your family. As people grow older, however, they seemingly lose this sense of optimism and ambition. Suddenly the American Dream becomes just getting by.
This is especially relevant in today’s society due to the common narrative that Americans struggle to get ahead in an economy that only rewards the rich. Many people believe that it’s impossible to move up the ladder regardless of how much work they put into it. With that said, a recent poll, conducted by Princeton Survey Research Associates International, found that Hispanics are an exception to this current trend. Hispanics still believe this basic premise of the American Dream — that anyone who works hard still has a fair chance to succeed and live a comfortable life.
In fact, 53 percent of Hispanics who responded to the poll believe that they have equal access to employment and success compared to other Americans. Moreover, 67 percent of Hispanics value a college education or degree over other alternatives, and 65 percent said a college degree was necessary to be successful. Other Americans polled at 50 percent or below on both questions. This is ironic since only 15 percent of Hispanics aged 25 to 29 have a bachelor’s degree or higher, which is lower than any other racial group. Most Latinos are having to attend 2 year public schools due to having considerably less median household incomes. Those coming from these low-income communities test poorly on exams and are forced to take remedial English and math courses for 2 to 3 years before they can even start taking courses that actually count toward a degree.
It’s an endless cycle that is highly discouraging to students. According to the poll, 50 percent of Hispanics say that not having a high enough level of education has been a major barrier to achieving their personal goals in life. Still, Hispanic Americans’ faith in the American Dream exceeds that of other Americans — an optimism that contrasts sharply with the current economic status of Hispanics. This is in part due to the beliefs of immigrants and immigrants’ children. Hispanic immigrants make great sacrifices so their children will have the opportunities they never had: access to a world-class education and limitless job prospects. These children are raised witnessing the hardships their parents endure for them, and they in turn pursue their passions dedicatedly and with their parents in mind. This phenomenon truly illustrates that the driving philosophy of bicultural Hispanic Americans is combining respect for family with hard work to ensure a prosperous life.
Our campaign reminds people that you can be whoever you want to be, and that you can achieve your dreams through a strong education. By focusing on keys aspects of bicultural hispanic lives, family and community, this campaign will reiterate that sense of drive and aspiration. With education being the most highlighted passion point within this campaign, we also hone in on the importance of family (especially hispanic parents), and community in the lives of young bicultural hispanics. Much of this optimism and confidence is derived from having such a strong community to lean on. Hispanics are able to observe their peers and neighbors, through which they can foresee the potential success of their future generations. The data shows that 47 percent of immigrants currently living in the US are Hispanic. It also shows that US born children of immigrants are more likely to own a home, have a degree, and have a higher annual median household income. Seeing this success first-hand from people that share the same story and background is shaping the Hispanic beliefs about social mobility.
With the campaign slogan being “Dream it. Drink it. Do it.”, this campaign will incorporate the use of hashtags through social media platforms: Facebook, Instagram, Twitter. The social media hashtag will be #TasteTusSuenos meaning Taste Your Dreams. By utilizing a hashtag, we create an online community for bicultural hispanics to connect and network. Additionally, hispanic consumers will be asked to share a post on social media about their aspirations, goals, or dreams using this hashtag for a chance to win a post-secondary scholarship from Coca-Cola. Requirements include being Latin and proof of financial need.
This campaign will involve the creation of a commercial that captures different age groups and a diverse range of Hispanics telling us what they want to be, or what their goals are. One scene will cut to a young girl saying “I want to be like my Mom!” following by a young boy saying “like my dad”. In the commercial we want to have students studying and drinking a coke, people celebrating success with Coke (maybe with a profession on the can of coke). This commercial may also include a mom using motivational words to encourage their child to follow their dream (maybe have this scene in spanglish). Some scenes we are also considering include one with a mother or father helping their child with school work, which transitions to the child as an adult teaching a college lecture on the subject and smiling, with the audience knowledge that the child is reminiscing on the moments they spent with their parent learning the material that they are so passionate about. We want to capture that a hispanic child is the center of a hispanic mom or dad’s universe, and that the parent is willing to do whatever it takes for their child to achieve their dreams.