Hoping to increase sales within the multicultural market, Dr. Pepper challenged us to prove to consumers that the brand fit into their lifestyle. We developed an innovative program that leveraged the Latin music industry to sample Dr. Pepper at lifestyle locations. The program was a smash hit, extending our relationship with the musician Pitbull to a three-year contract and increasing YAG by up to 35% in local markets.
With a lower share of the Hispanic consumer soft drink segment, Dr. Pepper was struggling to prove to multicultural consumers that the beverage fit into their lifestyles.
Knowing that multicultural consumers trust brands that are associated with pop culture and Latin musicians, we developed Vida, a 360-degree platform that made Dr. Pepper the center of the party. One of the most recognizable facets of the program was Club, a mobile nightclub on wheels that brought the city’s hottest dance floor straight to our consumers. We also created a fleet of “Vida Vans,” which sampled Dr. Pepper at popular venues while displaying branding that highlighted our relationship with global superstar Pitbull.
The tour was a hit with our consumers, increasing Dr. Pepper’s share of the rapidly growing multicultural market. Local markets saw up to +35% YAG. It also allowed us to extend our relationship with Pitbull to a three-year contract. Dr. Pepper was so impressed with the results that they have continued to deploy Club and “Vida Vans” across the multicultural and general market.