ETHNIC ENTHUSIASM

From soccer games to cultural festivals, a variety of community events are being held to market to Hispanic consumers at the local level.Taking a direct route into the Hispanic community has proven to be so effective that marketers plan to do more of it. Some who haven't mapped out an aggressive grassroots strategy yet are getting ready to do so, they said. In preparation, they're sweetening up their

From soccer games to cultural festivals, a variety of community events are being held to market to Hispanic consumers at the local level.

Taking a direct route into the Hispanic community has proven to be so effective that marketers plan to do more of it. Some who haven't mapped out an aggressive grassroots strategy yet are getting ready to do so, they said. In preparation, they're sweetening up their product lines with new flavors, such as Dulce de Leche and Mandarina.

Coca-C

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