Dr Pepper Learns How to Speak a Third Language

Soft Drink's Vida23 Targets Bicultural Youth With Spanglish Effort

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NEW YORK (AdAge.com) -- Marketers are trying to appeal to the bicultural lifestyle of a growing number of young Hispanics with programs such as Dr Pepper's Vida23, which taps into Hispanic culture's music and mix of languages.

MAKING IT UP: At the Vida23 website, users can download the Spanglish song and create their own mixes.
MAKING IT UP: At the Vida23 website, users can download the Spanglish song and create their own mixes.
"They have a broad palette culturally and linguistically," said Alex Lopez Negrete, president-CEO of Lopez Negrete Communications, one of the biggest independent Hispanic agencies. "These kids are living a big, bold life by being bicultural and bilingual."

Mr. Lopez Negrete co-wrote a catchy song in Spanglish with Cucu Diamantes and Andres Levin, founders of fusion band Yerba Buena. The musical track, performed by Ms. Diamantes, helped his agency win the pitch for Dr Pepper's Hispanic business against top Hispanic shops Grupo Gallegos and Vidal Partnership, and is the core of the Vida23 website, music video and spots. (Vida23 refers to life plus the number of flavors in Dr Pepper). Users can download the song and do their own mixes, or turn up at a Vida23 mobile dance club and be snapped by the Pepperazzi.

"One of the challenges is to have a client brave enough to let you mess with the language that way," Mr. Lopez Negrete said.

Dr Pepper is expected to spend between $15 million and $18 million on Hispanic advertising this year.

Mr. Lopez Negrete also co-wrote the song for a 7UP campaign called "Sevenisima." This summer 7Up is running a "7 Dias de Sevenisima" contest. Winners get a week of easy living, with prizes ranging from a family vacation to a house-cleaning service.

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