Tampico Beverages in tandem with its distribution partner, Pepsi Beverages Company (PBC), has launched a multi-market, multi-media campaign to spotlight its new vitamin-fortified, lower-sugar, lower-calorie juice brand, Tampico Plus®. The Live Life Plus campaign will launch through key U.S. markets via traditional, experiential and online/social media promotional efforts.
Designed to engage the on-the-go and health-conscious consumer, the campaign is scheduled to roll out immediately and continue through November of 2010. It will focus on the 18- to 34-year-old Hispanic and multicultural demographic in key distribution markets including Los Angeles,Miami, Houston, Dallas, Phoenix and Las Vegas.
The integrated campaign will be delivered through a broad array of media including consumer and media relations, radio, out-of-home and online advertising, social media marketing, and experiential tactics such as on-site sampling and consumer engagement.
"Youthful consumers are looking for low-calorie yet great-tasting products to work into their daily lives," said Scott Miller, Chief Executive Officer of Tampico Beverages. Tampico will seek to build awareness around the healthful attributes of the Tampico Plus® products.
Pepsi Beverages Company, under an agreement finalized earlier this year, is currently distributing Tampico Plus® fruit-flavored beverages via its direct store delivery system in select U.S. markets.