Avocados from Mexico is banking on this well-known 1960s tagline still having validity today as the commodity group will launch a Hispanic-centric promotional tie in campaign with Coca Cola for most of the month of September.

Maggie Bezart Hall, vice president of trade and promotion for Avocados from Mexico, told The Produce News that the mostly in-store promotion is designed to capitalize on Hispanic celebrations during the month of September, which is when Mexico celebrates its own independence day.

The AFM team is currently promoting this campaign to supermarkets throughout the United States telling retailers to “get ready for a guacamoment this Fiestas Patrias,” which translates to “native holiday.”

“During this time of Hispanic celebration it is crucial to connect with Hispanic shoppers through true passion points around food and fun,” Hall said.

The AFM executive said the promotion will drive brand love and loyalty for both Coca Cola products and Avocados from Mexico by increasing purchasing opportunities at promotional prices. The tie-in merchandising partnership will begin Sunday, Aug. 30, and be the focus of AFM’s efforts for the following four weeks, concluding Sept. 26.

The offer itself will give consumers a coupon worth $1.50 off the purchase of two large 1.25-liter bottles of a Coca Cola product along with three Avocados from Mexico. It will be touted in stores in a variety of ways, including special display bins, shelf talkers, tear pads and signage. Consumers will also be able to receive the coupon on their smart phone.

Hall said that while the promotion is Hispanic-oriented and is being heavily promoted to ethnic supermarkets around the country, “it also is available for your mainline, general supermarkets.”

She noted that the signage, the coupons and all the point-of-sale material are available in both English and Spanish. The POS urges consumers to “comparte un guacamoment” or “share a guacamoment” by combining a Coke (or Coca Cola product) with guacamole.

The signage attractively pictures a bottle of Coca Cola with sliced avocados and a bowl of guacamole, making the same visual connection as is touted with the written word contained in the coupon.

Hall said response from retailers has been very good, with both ethnic and general supermarkets signing on to participate.

Though Avocados from Mexico is the leading supplier of avocados to the U.S. market throughout the year, the volume typically dips a bit in July and August before sharply rebounding in September. During this promotional period, it is expected that at least 80 percent of U.S. avocado consumption will be driven by Avocados from Mexico.