Honda plans to reach more Hispanic consumers with its Spanish-language campaign for the 2017 Ridgeline pickup, which will run during the Honda-sponsored Campeon de Campeones, a Mexican soccer championship match. The 2017 Ridgeline went on sale in June.
Campeón de Campeones, or Champion of Champions, is a match between the winners of the two most recent seasons of Mexico’s top soccer league, Liga MX. The match takes place on July 10 in Los Angeles and airs on Univision and Univision Deportes.
The Ridgeline will appear throughout the match to appeal to Honda’s “expanding market of Hispanic customers,” Honda said in a statement Wednesday.
A 30-second Spanish TV spot, “No Es Nada” will air across the two TV networks and multiple social media platforms. The commercial features a man using his Ridgeline to do favors for family members and friends, but “No es nada,” he repeatedly says. “It’s nothing,” he means, with the help of his Ridgeline.
The Ridgeline will also have a large on-site presence with vehicle displays, hydration stations and in-game advertisements on billboards, digital screens, game clocks and "Play of the Game" features. Honda will sponsor network TV and live-stream broadcasts of the game.
A Honda spokesman said the soccer match offers an opportunity to increase awareness among Hispanic consumers.
The Ridgeline resumed sales last month after a brief hiatus, ending production of the first generation in 2014. It is back on the market in time to supply to an increasing U.S. demand for trucks. In June, Honda sold 2,472 Ridgelines while the brand’s sales rose 7.1 percent from June 2015.