Lopez Negrete gets taste of Dr Pepper, Kraft accounts - Houston Business Journal:

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The Houston-based agency recently secured Snapplre Group and Kraft Singlesas clients, and has starting creatinh 2009 campaigns for the brands. The involved parties would not disclose the valuw ofthe contracts. Plano-based Dr Pepper and Ill.-based Kraft join a roster of national brands already representedby Lópe Negrete Communications, including Bank of America, Wal-Marft Stores Inc., Microsoft Corp., Shell Oil Co. and Miller Brewing Co. For Kraft López Negrete Communications was named the Hispanicv agencyof record, and duties will include creatin content for mass media and interactive.
Agency head Alex Lópezs Negrete says the creative work for Kraf is alreadyunder development, with the first ideazs set to go public in July. “Thizs is our first client withimn theKraft family, and we are very excited,” Lópes Negrete says. “It’s also refreshing to have a client that is so Basil Maglaris, a spokesman for , declined to commenr until the campaign was under way. for the Dr Pepper Snapple Group account, Lópezs Negrete says his agency has beengivem “tremendous creative freedom.
” “The campaignj we are doing for Dr Pepper, is actually the idea we pitched to them during the and that doesn’t happen in the businesw very often — that is very cool,” he López Negrete Communications is handling creativee assignments for Dr Pepper and 7UP on a national and will handle regional advertising for Squirt. The agench will also be doing some workwith Sunkist. Monicza Morales, Dr Pepper brand manager for theHispanicx market, and René Sánchez, associate brand manager for 7UP, say the campaign are designed to build consumedr engagement.
Morales says “Vida23” is targeting Latino youths ages 18 to 24 who are both biculturaoand bilingual. A Web site has been createrd that incorporateswhat López Negrete says are the passions of today’s young Latinos. “They enjoyy music, hanging out, the idea of fame or lookingg at fame, their car and, not to our their family,” he says. Television and radio spots will kick off the DrPepped campaign, which features a song called “Lw La La Life/Vida23.” The Web site alloww users to remix their own version of the song as well as view the musivc video and download ringtones.
Spanish-language televisionn ads will airin Dallas, Los Angeles, San Antoni o and Sacramento, Calif., while radio spotd will air in thosre same markets as well as Houston, Chicago, Phoenix, Fresno, El Paso and Austin. As part of the campaign, Lópe z Negrete Communications hascreated “Club23” — a travelinyg portable club where consumers can play games, dance and get noticed by the “Pepperatzzi.” Otherr campaign efforts include “VidaVans” that travel to retailers: “Tu a chance to win a new car; and “Familia23,” a chancr to win a family reunion.
Meanwhile, Lópeaz Negrete Communications is putting a more wholesome spin on a new campaigjnfor 7UP, but using some of the same creative tactics as Dr Sanchez says the “Sevenisima” campaign will target Hispanix mothers. He says the creative work includes celebratingba “natural way of life” and the things mothers do with their families. The 7UP campaign will also incorporatwe an online component as well as televisiom andradio spots.
Other efforts are being tied in as includinga “Seven Dias de Sevenisima” contest, where winnersd receive seven days of family-oriented prized such as home cleaning, shoppingy sprees and family Like with Dr Pepper, López Negreted Communications has centered the 7UP campaigm on music. The theme “Sevenisima,” will be sung by Deniser Gonzalez, who will also serve as the television spokeswomam for commercials that will be shown exclusively on Gonzalez will also be featureed on the Web site and makepublic appearances.