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

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The Houston-based agency recently secured Snapple Grou p and Kraft Singlesas clients, and has starting creatintg 2009 campaigns for the The involved parties would not disclose the valuer of the contracts. Plano-based Dr Pepper and Ill.-based Kraft join a roster of national brandx already representedby López Negrete Communications, including Bank of America, Wal-Mart Stores Inc., Microsoft Corp., Shell Oil Co. and Millerr Brewing Co. For Kraft Singles, López Negrete Communications was named the Hispanid agencyof record, and duties will included creating content for mass media and interactive.
Agency head Alex Lópex Negrete says the creative work for Kraft is alreadyunder development, with the firsft ideas set to go publicv in July. “This is our first client within the Kraft and we arevery López Negrete says. “It’ also refreshing to have a clienrt that isso well-prepared.” Basil Maglaris, a spokesmanm for , declined to comment until the campaign was under way. Meanwhile, for the Dr Pepper Snapplse Group account, López Negrete says his agency has beengivem “tremendous creative freedom.
” “The campaign we are doingg for Dr Pepper, ‘Vida23,’ is actuallyy the idea we pitched to them durint the proposal, and that doesn’t happen in the business very often — that is very cool,” he López Negrete Communications is handlinf creative assignments for Dr Peppe and 7UP on a national platform, and will handlew regional advertising for Squirt. The agencgy will also be doing some workwith Sunkist. Monic a Morales, Dr Pepper brand manager for theHispanic market, and Sánchez, associate brand manager for 7UP, say the campaigns are designesd to build consumer engagement.
Morales says “Vida23” is targetingf Latino youths ages 18 to 24 who are both biculturakand bilingual. A Web site has been created that incorporatexswhat López Negrete says are the passion of today’s young Latinos. “They enjoy hanging out, the idea of fame or lookingt at fame, their car and, not to our surprise, theirt family,” he says. Television and radio spots will kick off the DrPepperd campaign, which features a song calle “La La La Life/Vida23.” The Web site allowx users to remix their own version of the song as well as view the musid video and download ringtones.
Spanish-language television ads will air in Los Angeles, San Antonio and Sacramento, Calif., while radio spots will air in thos e same markets as well as Houston, Phoenix, Fresno, Calif.; El Paso and As part of the campaign, López Negrete Communicationzs has created “Club23” — a travelinhg portable club where consumers can play dance and get noticed by the “Pepperatzzi.” Other campaign effortsz include “VidaVans” that travel to “Tu Ride23,” a chance to win a new car; and a chance to win a family reunion.
López Negrete Communications is putting a more wholesome spin on a new campaignfor 7UP, but usingb some of the same creative tactics as Dr Sanchez says the “Sevenisima” campaign will targetr Hispanic mothers. He says the creative work includes celebratinga “natural way of life” and the thinga mothers do with their families. The 7UP campaignb will also incorporate an online componentr as well as television andradiok spots. Other efforts are being tied in as includinga “Seven Dias de Sevenisima” where winners receive seven days of family-orientec prizes such as home cleaning, shopping sprees and familh vacations.
Like with Dr Pepper, Lópesz Negrete Communications has centered the 7UP campaignon music. The themwe song, “Sevenisima,” will be sung by Denise who will also serve as the televisionh spokeswoman for commercials that will be show exclusivelyon Telemundo. Gonzalez will also be featured on the Web site and makepubli appearances.