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MOBILE NIGHTLIFE

PROGRAM OVERVIEW

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.

CHALLENGE

Our passion is the human connection. Our single goal is to build relationships -- to create the bonds of trust between consumers and brands that can only occur when we communicate authentically as people, when we are able to simply evaluate and enjoy the finest attributes of a brand’s products & services through authentic one-to-one interactions. 

OUR SOLUTION

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.

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RESULTS

Our passion is the human connection. Our single goal is to build relationships -- to create the bonds of trust between consumers and brands that can only occur when we communicate authentically as people, when we are able to simply evaluate and enjoy the finest attributes of a brand’s products & services through authentic one-to-one interactions. 

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