Hispanic niche is helped by PR push

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.

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