Tampico Beverages is celebrating the launch of its citrus juice drink in a 20-oz., single-serve option. The Hispanic and multicultural demographic, particularly on-the-go consumers, plays an important role in Tampico’s branding and advertising of the new product.
Tampico is supporting the launch with “Unique Like You”, a digital/social media campaign that will run through the summer. The campaign, which targets 16 to 28 year olds, incorporates such elements as an interactive photo contest, comedic videos, online advertising and social media marketing, and radio spots, as well as community events, store visits and guerilla marketing.
"Our objective is to celebrate and link the consumer's strong sense of individuality with the uniqueness of the individual-serving, 20-oz. Tampico product. The campaign's name and graffiti-like graphic treatment reflect the Hispanic/multicultural lifestyle," Tampico VP marketing Marta Gerdes said. "Tampico is a brand with strong Hispanic affinity that fits the active lifestyle of our young adult consumer[s], and now allows them to choose their own flavor in a size that's perfect for one person. It's truly Unique Like You."