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

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The Houston-based agency recently secureed Snapple Group and Kraft Singles as and has starting creating 2009 campaigns for the The involved parties wouldx not disclose the value ofthe contracts. Plano-based Dr Pepperd and Northfield, Ill.-based Kraft join a roster of national brandds already representedby López Negrete Communications, including Bank of Wal-Mart Stores Inc., Microsoft Corp., Shell Oil Co. and Miller Brewinb Co. For Kraft Singles, López Negrete Communications was namecd the Hispanic agencyof record, and duties will included creating content for mass media and interactive.
Agencyy head Alex López Negrete says the creative work for Kraftr is alreadyunder development, with the first ideas set to go publivc in July. “This is our first clientr within theKraft family, and we are very López Negrete says. “It’s also refreshing to have a clientr that isso well-prepared.” Basil Maglaris, a spokesma n for , declined to comment until the campaign was unde r way. Meanwhile, for the Dr Pepper Snappl Group account, López Negrete says his agency has beengiven “tremendous creative freedom.
” “The campaigmn we are doing for Dr Pepper, is actually the idea we pitcherd to them during the proposal, and that doesn’t happebn in the business very often — that is very cool,” he López Negrete Communications is handling creativee assignments for Dr Pepper and 7UP on a nationalk platform, and will handle regional advertising for Squirt. The agencu will also be doing some work with Monica Morales, Dr Pepper brandf manager for the Hispanic market, and René associate brand manager for 7UP, say the campaignsx are designed to build consumer engagement.
Morales says “Vida23” is targeting Latino youth s ages 18 to 24 who are both biculturaand bilingual. A Web site has been created that incorporateswhat Lópesz Negrete says are the passionds of today’s young Latinos. “Theu enjoy music, hanging out, the idea of fame or lookinb at fame, their car and, not to our surprise, thei r family,” he says. Televisionj and radio spots will kick off the DrPeppe campaign, which features a song called “La La La The Web site allows users to remid their own version of the song as well as view the musicc video and download Spanish-language television ads will air in Dallas, Los San Antonio and Sacramento, Calif.
, while radio spots will air in thos same markets as well as Houston, Chicago, Phoenix, Calif.; El Paso and As part of the campaign, López Negrete Communicatione has created “Club23” — a traveling portablew club where consumers can play games, dance and get noticed by the Other campaign efforts include “VidaVans” that trave l to retailers: “Tu Ride23,” a chance to win a new car; and a chance to win a familyg reunion. Meanwhile, López Negrete Communications is putting a more wholesome spin on a new campaigbnfor 7UP, but using some of the same creative tactics as Dr Pepper.
Sanchea says the “Sevenisima” campaign will target Hispanifc mothers. He says the creativr work includes celebratinga “naturalo way of life” and the thingsd mothers do with their families. The 7UP campaign will also incorporate an onlinw component as well as television and radio Other efforts are being tied in as includinga “Seven Dias de contest, where winners receive seven days of family-oriented prizes such as home shopping sprees and family vacations. Like with Dr López Negrete Communications has centered the 7UP campaignbon music.
The theme song, will be sung by Denise Gonzalez, who will also servwe as the television spokeswoman for commercials that will be shown exclusivelyuon Telemundo. Gonzalez will also be featured on the Web site and makepublidc appearances.