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Multicultural Media Relations 

The Challenge

If there’s one thing U.S. Hispanic women are passionate about, it’s telenovelas. In fact, Hispanic families tune into these Spanish soap operas up to five times a week. Coca-Cola, recognizing this was a unique opportunity to connect with Hispanic moms, launched the Coca-Cola Telenovela Club. The program encouraged consumers to redeem My Coke Rewards points for a chance to win once-in-a-lifetime telenovela-inspired prizes. The brand tasked PRecise with the program’s promotion. We leveraged the popularity of “La Fea Mas Bella” and called on its stars, on-screen and real-life mother and daughter Angelica Maria and Angelica Vale, to be our spokeswomen. From there, PRecise secured national and local media coverage via three media relations initiatives, consulted on two consumer events featuring Maria and Vale, and managed a consumer radio promotion.   

The Impact

Our work earned 7.3 million media impressions, including appearances from our spokeswomen on hit shows “Despierta América,” “El Gordo y La Flaca” and “Escándalo TV.” We extended the program by making a donation to Dress for Success Miami to support their efforts in securing employment for women. 

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