In response to threats from U.S. President Donald Trump to impose a 25% tariff on products imported from Mexico, the Latino community has launched a call for a mass boycott against major U.S. companies. Although the list of companies is long, one stands out among the boycott: Coca-Cola.
Under the slogan “Freeze Latino Movement,” this movement has gained traction on social media platforms such as TikTok, Facebook, Instagram, and X (formerly Twitter), where users urge people to stop consuming products from brands they believe do not support Latinos and immigrants.
Is Coca-Cola an ally of Donald Trump?
Coca-Cola is one of the most prominent brands in the Latin American market, especially in Mexico, where per capita consumption of the beverage is the highest in the world.
One of the most widely circulated claims on social media asserts that Coca-Cola is an ally of Donald Trump, alleging that the company laid off more than a thousand Latino employees in Texas, who were subsequently detained and deported. The company sent the following statement to Merca2.0: “The accusation that The Coca-Cola Company called immigration authorities to support the deportation of undocumented workers is completely false.”
A second reason the brand is perceived as an ally of the Republican is that President Donald Trump’s favorite soda is Diet Coke. It is well known that the mogul consumes up to 12 cans a day, and in 2024, the company gifted him a special edition bottle to mark the start of his second term.
Additionally, in the Oval Office, there is a button whose function is to request that the service bring him his preferred soda.
How much money did Coca-Cola donate to Donald Trump’s campaign and the Republican Party?
Now, how much money did Trump and the Republicans receive from Coca-Cola? A review and analysis of platforms such as Good Unite Us and Open Secrets revealed the following data.
According to Good Unite Us, 50% of donations from Coca-Cola’s senior employees were directed to Democratic candidates, while the other 50% went to Republicans. Among the key politicians who received funds are David Scott, Dusty Johnson, Kamala Harris, Hank Johnson, and Earl Carter.
Meanwhile, Open Secrets reveals that in 2024, Coca-Cola donated $50,000 to the Make America Great Again Inc. movement, which is directly linked to Donald Trump’s campaign.
Additionally, the company’s overall donations to Republican candidates totaled $110,660, representing 52.78% of the total, while Democrats received $98,925 (47.19%). Of the Republican funds, $14,717 were directly allocated to Donald Trump’s campaign.
Although Coca-Cola has contributed to Republican candidates, including some direct donations to Trump, it has also supported Democratic figures. Its historical balance in donations suggests that the company aims to maintain a neutral position, backing politicians from both parties based on its business interests.
However, the support for Make America Great Again Inc. and the allocation of more than 50% of its funds to Republicans in 2024 have sparked criticism from the Latino community, who believe this type of financing indirectly validates Trump’s anti-immigrant policies.
READ ALSO. Brands that do not support Latinos
Could the Latino boycott of Coca-Cola impact its sales?
The purchasing power of the Latino community in the United States is significant, and past boycotts have demonstrated their ability to affect major companies. Throughout history, similar movements have led to changes in the business strategies of global brands.
At the moment, Coca-Cola has not issued an official stance regarding the Latino boycott, nor has it taken any public measures to address the discontent.
Coca-Cola, a brand that dominates in Mexico
- Brand awareness: 99% of Mexican consumers recognize Coca-Cola, making it the brand with the highest awareness in the industry.
- Popularity: 83% of consumers who know the brand consider it one of their favorites.
- Consumption: 83% of consumers have consumed Coca-Cola in the past 12 months, ranking it first in this indicator.
- Loyalty: 91% of consumers who have consumed Coca-Cola say they would buy it again, demonstrating strong retention.
- Media presence: Coca-Cola has been mentioned in 86% of media and social media interactions, significantly more than its competitors.
Coca-Cola’s performance is far superior to the industry average, where:
- The average brand awareness is 74% (vs. 99% for Coca-Cola).
- The average popularity of other brands is 40% (vs. 83% for Coca-Cola).
- The average consumption in the industry is 34% (vs. 83% for Coca-Cola).
- The average loyalty in the category is 74% (vs. 91% for Coca-Cola).
- The media presence of other brands is only 27% (vs. 86% for Coca-Cola).
