The Fusion’s new multi-faceted Hispanic marketing campaign debuted Monday with a few strings attached.
However, it’s not what you may think.
Pepe Locuaz, a soccer announcer who gained worldwide attention as one of Univision’s studio hosts during World Cup France ’98, will serve as the Fusion’s new spokesman. Make that a “spokespuppet.” Locuaz was introduced at a news conference at Planet Hollywood in Coconut Grove.
Pepe Locuaz not only gained fame during the World Cup, but can be seen internationally on Univision’s new game show El Bia-Biazo.
Locuaz’s popularity in the Hispanic community was the driving force behind the team’s decision to use the puppet as a marketing tool.
“First of all Pepe is credible and believable,” Fusion Managing Director Doug Hamilton said. “It’s relevant to the soccer community. Over 100 million viewers worldwide have seen him.”
Locuaz was chosen after a market research with Hispanic fans.
Hamilton considers the new campaign a visual aid to advertise the Fusion.
“We’re tying to make an impact statement,” Hamilton said. “We’re in position to put ourselves into the community. This is a brand personality that is going to interest the fans to come and experience our product.
“We have faith in the product and the team. It’s not built around any particular player. We need to be part of South Florida.”
Locuaz will be featured prominently on television, print and radio advertisements. It will debut in its first Fusion commercial this week, primarily on Hispanic television.
A second television commercial will air at a later date.
