Marketer Interview: Dr. Pepper’s Olivia Vela on her 2013 Marketing Objectives
Dr. Pepper TEN recently renewed its sponsorship as the official beverage sponsor of the Lucha Libre USA "Masked Warriors" Tour for 2013. Portada recently talked to Olivia Vela, Director of Multicultural Marketing at Dr Pepper Snapple Group, about the Lucha Libra USA sponsorship and about Dr. Pepper's 2013 marketing objectives.
For the national 2012 Lucha Libre USA Tour, Dr. Pepper TEN partnered with Lucha Libre USA to create a branded Luchastar wrestler to compete in the ring. The Luchastar wrestler is known as "El Nuevo Macho". According to Vela, the 2012 metrics were very succesful and that is why Dr. Pepper is renewing the sponsorship: "The main idea behind the Lucha Libre USA campaign is to target men, family men who are mostly Spanish-dominant Hispanics."
Lucha Libre USA is a Hispanic campaign within a total market approach
In 2013 Lucha Libre USA will take place in ten cities (San Jose (CA), Los Angeles (CA), Houston (TX), Dallas (TX), Austin (TX), Laredo (TX), San Antonio (TX), Phoenix (AZ), Chicago (IL), Las Vegas (NV) and Detroit or Grand Rapids (MI)). Dr. Pepper's involvement in the Lucha Libre USA Tour also includes retail activation in the cities the events take place at. Retail activation includes in-store posters and point of sale sampling. Wrestlers are also brought to the stores.
"Lucha Libre USA is a Hispanic campaign within a total market approach," Vela explains. The marketing executives notes that "Total Market is the strategy while Hispanic specific marketing belongs to the tactical level."
Dr. Pepper's Hispanic marketing tends to be very locally driven and grass-roots oriented as the Lucha Libre USA involvement shows. "We do radio and digital campaigns both in our website and in third-party sites", Vela ads. In-store sampling is another important component. Another interesting approach is to do in-store sampling to drive consumers to the Dr. Pepper website. For 2013 Vela will continue with the local approach, but she also plans national branding campaigns through national TV, national Radio, and national digital campaigns. Mobile will be used for Text to win promotions connected to "Club 23", Dr. Pepper's Travelling Dance Club. Circulars in local newspapers are mostly done through co-op programs with different retailers.
In 2013 Lucha Libre USA kicks off the year in terms of programs (Muy Macho campaign). Dr. Pepper's Hispanic marketing will continue to support the Dr. Pepper TEN brand as the Lucha Libre USA tour involvement shows. The company's flagship product is Dr. Pepper regular and 2013 Hispanic marketing/advertising will establish Dr. Pepper as a flagship. "You will also see creative for different flavors", Vela notes. 23 different flavors appeal to the Hispanic consumer.