Challenge

Drive trial among Unacculturated Hispanics and drive frequency among Acculturated Hispanics in over (22) markets reaching 50%+ of the U.S. Hispanic population

Insight

Unacculturated Hispanic CSD consumers are unfamiliar with the Dr Pepper brand and taste and Acculturated Hispanics, although familiar with Dr Pepper, must find the brand relevant in their transition between both worlds.

Solution

• Utlized trends, ethnographies and quantitative info to develop positioning which led to a brand platform executable from the “bottom-up”
• Markets were tiered by acculturation based on language-usage and foreign vs. U.S. born population, thus leading to the selection of relevant activation programs driving trial and increasing the brand image
• Launched “Sabrosura” campaign to capture the brand essence on both a functional (taste) and emotional (lifestyle) level thus creating relevance to both target audiences
• Integrated campaign inclusive of broadcast media, sales promotions, innovative retail merchandising, retailtainment events, fountain foodservice partnerships, grassroots community outreach, online micro-site and PR support

Results

• Increased total Hispanic ad awareness to + 50%
• Drove purchase intent close to 80%
• Increased frequency of purchase at over 12 cans per month

(Source: Client Proprietary Study, 2008)