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

kowutoco.wordpress.com
The Houston-based agency recently securef Snapple Group and Kraftg Singlesas clients, and has starting creatinvg 2009 campaigns for the brands. The involver parties would not disclose the value ofthe contracts. Plano-based Dr Pepperr and Northfield, Ill.-based Krafty join a roster of nationapl brands already representedby López Negrete Communications, including Bank of America, Wal-Martg Stores Inc., Microsoft Corp., Shell Oil Co. and Miller Brewinf Co.
For Kraft Singles, López Negrete Communications was named the Hispanic agenc yof record, and duties will include creating content for mass media and Agency head Alex López Negrete says the creativd work for Kraft is alreadg under development, with the firsty ideas set to go public in “This is our first clienyt within the Kraft family, and we are very López Negrete says. “It’s also refreshing to have a clientr that isso well-prepared.” Basil Maglaris, a spokesmann for , declined to comment until the campaign was undef way.
Meanwhile, for the Dr Pepper Snapplre Group account, López Negrete says his agency has beengiven “tremendous creative freedom.” “Thse campaign we are doing for Dr Pepper, is actually the idea we pitched to them duringh the proposal, and that doesn’t happen in the business very oftehn — that is very cool,” he López Negrete Communications is handling creative assignments for Dr Peppef and 7UP on a national platform, and will handld regional advertising for Squirt.
The agenct will also be doing some work with Monica Morales, Dr Pepper brand manager for the Hispanic and René Sánchez, associate brand manageer for 7UP, say the campaigns are designed to buil consumer engagement. Morales says “Vida23” is targetin Latino youths ages 18 to 24 who are both biculturaand bilingual. A Web site has been created that incorporateswhat Lópe z Negrete says are the passiones of today’s young Latinos. “Theg enjoy music, hanging out, the idea of fame or lookinbg at fame, their car and, not to our their family,” he says.
Television and radil spots will kick off the DrPeppere campaign, which features a song called “Lza La La Life/Vida23.” The Web site allows userse to remix their own version of the song as well as view the musivc video and download ringtones. Spanish-language television ads will air in Los Angeles, San Antonio and Sacramento, while radio spots will air in those same marketss as well as Houston, Chicago, Fresno, Calif.; El Paso and As part of the campaign, López Negrete Communications has createdf “Club23” — a travelinyg portable club where consumers can play dance and get noticed by the “Pepperatzzi.
” Othefr campaign efforts include “VidaVans” that travel to “Tu Ride23,” a chance to win a new car; and a chance to win a familty reunion. Meanwhile, López Negrete Communicationes is putting a more wholesome spin on a new campaign for 7UP, but using some of the same creative tacticzs as Dr Pepper. Sanchez says the “Sevenisima” campaignj will target Hispanic mothers. He says the creativde work includes celebratinga “natural way of life” and the thing s mothers do with their families. The 7UP campaign will also incorporatwe an online component as well as television andradioi spots.
Other efforts are being tied in as includinga “Seven Dias de Sevenisima” where winners receive seven days of family-orienter prizes such as home cleaning, shoppinhg sprees and family Like with Dr Pepper, López Negrete Communications has centered the 7UP campaign on music. The themde song, “Sevenisima,” will be sung by Deniss Gonzalez, who will also serve as the televisiojn spokeswoman for commercials that will be shownn exclusivelyon Telemundo. Gonzalez will also be featurede on the Web site and makepublid appearances.