MIAMI: Cashing in on the popularity of energy drinks, a new niche
has been born: Hispanic energy drinks.
Originally rolled out in the Dominican Republic, Ciclon is now on sale
in New York City and Miami. Eight million energy drinks are consumed
each year worldwide, but Ciclon differentiates itself as being
"distinctly made with the likes and dislikes of the Hispanic consumer in
mind." The manufacturer further declares that it understands "the
nuances of the Hispanic palate," according to a spokesperson at Ciclon's
Miami agency Anthony Baradat Iglesias Advertising & Public
The special ingredients that are supposed to appeal to the "Hispanic
palate" are sugar and a fruitier taste than that found in other energy
drinks such as Red Bull.
Ciclon has scored ink in top US Hispanic publications such as El Nuevo
Herald (the sister publication of The Miami Herald), La Prinsa, El
Diario, and Impacto Latin News, as well as a number of English trade
Ciclon has used guerrilla PR promotional tactics, including aggressively
entering the Latin bar and club scene in South Beach. It has also hosted
events for the Hispanic market in Miami, such as Salsa Fest and the
Hispanic beach soccer tournament.