"Given the fact that Hispanics over-index on flavor [and flavored beverages] and our brands are full of flavor in every sense, what we want to do is reach on all levels and reach all segments of Hispanic market with our products," said Monica Morales, brand manager for Dr Pepper.
Dr Pepper is targeting bicultural Hispanics, ages 18 to 24, with nationwide events, featuring a Dr Pepper-themed mobile dance club and gaming arcade called Club 23, which debuted in Dallas on May 15. The Vida23 song, also part of the campaign, was written and performed by Cucu Diamantes and Andres Levin, members of the group Yerba Buena.
Sevenísima is targeting Hispanic moms with its contest, running from May 18 to August 2, honoring families and individuals who live a natural lifestyle. Singer and actress Denise Gonzalez performs the Sevenísima anthem, which is also featured in TV spots for 7UP, and will also do media interviews.
"We really feel that music is truly something that connects and crosses all barriers and ages, especially when we're talking about Latinos," said Rene Sanchez, associate brand manager for 7UP.
DPS is also working on online outreach, including Web sites for both campaigns, with help from AOR Ketchum.
"The target audience gets a majority of its information online and through word-of-mouth," said Greg Artkop, director of communications for DPS. "We're [doing] an aggressive online campaign using many of the social media networks, including Facebook. We may be Twittering a bit."