I have no problem whatsoever with Coca Cola marketing itself to Hispanics in Spanish. But the Super Bowl seemed like an odd place to do it, for the reasons stated above. Even the NFL markets itself to Hispanics, but it manages to do so without ticking off its English-speaking base.
Funny thing about Coke marketing to the hispanics...
Our grocery store (TX chain) recently put a brand new, slim-type Coke machine, just inside their front door. It sells the Coca Cola bottles from Meheeco, only.