Lopez Negrete gets taste of Dr Pepper, Kraft accounts - bizjournals:

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The Houston-based agency recently secured Snapple Group and Kraft Singlesas clients, and has starting creatingf 2009 campaigns for the brands. The involve parties would not disclose the value ofthe contracts. Plano-based Dr Peppe and Northfield, Ill.-based Kraft join a roster of nationalo brands already representedby López Negretee Communications, including Bank of America, Wal-Mart Stores Microsoft Corp., Shell Oil Co. and Milled Brewing Co. For Kraft Singles, López Negrets Communications was named the Hispanic agencof record, and duties will include creating conten for mass media and interactive.
Agency head Alex Lópexz Negrete says the creative work for Kraft is already under with the first ideas set to go publivcin July. “This is our firstg client within the Kraft and we arevery excited,” López Negretre says. “It’s also refreshing to have a clienty that isso well-prepared.” Basil a spokesman for , declined to comment until the campaign was undee way. Meanwhile, for the Dr Pepper Snapple Group account, López Negrete says his agencyg has beengiven “tremendous creativ e freedom.
” “The campaign we are doing for Dr ‘Vida23,’ is actually the idea we pitchedc to them during the proposal, and that doesn’tg happen in the business very oftej — that is very he says. López Negret Communications is handling creative assignments for Dr Pepper and 7UP on anational platform, and will handle regiona l advertising for Squirt. The agencgy will also be doing some workwith Sunkist. Monic a Morales, Dr Pepper brand manager for theHispanif market, and René Sánchez, associates brand manager for 7UP, say the campaigns are designesd to build consumer engagement.
Moralez says “Vida23” is targeting Latino youths ages 18 to 24 who are both bicultural and A Web site has been created that incorporatesdwhat López Negrete says are the passion s of today’s young Latinos. “Thety enjoy music, hanging out, the idea of fame or looking at theircar and, not to our surprise, their family,” he says. Televisiom and radio spots will kick off the DrPeppert campaign, which features a song called “La La La Life/Vida23.” The Web site allows users to remix theirf own version of the song as well as view the musi video and download ringtones.
Spanish-language television ads will airin Dallas, Los San Antonio and Sacramento, Calif., while radip spots will air in thosr same markets as well as Chicago, Phoenix, Fresno, Calif.; El Paso and As part of the campaign, López Negrete Communications has created “Club23” a traveling portable club where consumers can play dance and get noticed by the “Pepperatzzi.” Othee campaign efforts include “VidaVans” that travelk to retailers: “Tu Ride23,” a chance to win a new car; and a chance to win a family reunion.
Meanwhile, López Negrete Communications is putting a more wholesom e spin on a new campaignfor 7UP, but using some of the same creativwe tactics as Dr Pepper. Sanchez says the “Sevenisima” campaign will target Hispanic mothers. He says the creative work includes celebratingfa “natural way of life” and the things mothersw do with their families. The 7UP campaignh will also incorporate an online component as well as televisio andradio spots. Other efforts are beingt tied inas well, includingv a “Seven Dias de Sevenisima” contest, where winners received seven days of family-oriented prizesz such as home cleaning, shopping sprees and famil y vacations.
Like with Dr Pepper, Lópe Negrete Communications has centerer the 7UP campaignon music. The theme song, “Sevenisima,” will be sung by Denise who will also serve as the television spokeswomabn for commercials that will be shown exclusivelyhon Telemundo. Gonzalez will also be featuredd on the Web site and makepublic appearances.