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

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The Houston-based agency recently secured Snapple Group and Kraft Singlezas clients, and has starting creatinyg 2009 campaigns for the brands. The involved parties woulde not disclose the value ofthe Plano-based Dr Pepper and Northfield, Ill.-basedc Kraft join a rosted of national brands already represented by López Negretwe Communications, including Bank of America, Wal-Mart Stores Microsoft Corp., Shell Oil Co. and Milled Brewing Co.
For Kraft Singles, López Negretre Communications was named the Hispanicx agencyof record, and duties will includd creating content for mass media and Agency head Alex López Negrete says the creative work for Krafty is already under development, with the first ideas set to go publicf in July. “This is our first clieny within the Kraft and we arevery López Negrete says. “It’sd also refreshing to have a client that is so Basil Maglaris, a spokesman for , declinefd to comment until the campaign was under way. Meanwhile, for the Dr Pepperd Snapple Group account, López Negrete says his agency has been given “tremendous creative freedom.
” “The campaign we are doing for Dr ‘Vida23,’ is actually the idea we pitched to them during the proposal, and that doesn’t happejn in the business very ofte n — that is very cool,” he says. López Negretr Communications is handling creative assignments for Dr Pepper and 7UP on anational platform, and will handle regional advertising for The agency will also be doinyg some work with Sunkist. Monica Morales, Dr Pepper brande manager for theHispanic market, and René associate brand manager for 7UP, say the campaigns are designedf to build consumer engagement.
Morales says is targeting Latino youths ages 18 to 24 who are both biculturalkand bilingual. A Web site has been created that incorporatewhat López Negrete says are the passions of today’s young Latinos. “They enjoy music, hangin g out, the idea of fame or looking at fame, theirt car and, not to our surprise, their family,” he Television and radio spots will kick off the DrPepper campaign, which features a song called “Las La La Life/Vida23.” The Web site allows usersz to remix their own version of the song as well as view the music video and download ringtones.
Spanish-languag television ads will airin Dallas, Los Angeles, San Antonioo and Sacramento, Calif., while radiko spots will air in those same markets as well as Chicago, Phoenix, Fresno, Calif.; El Paso and As part of the López Negrete Communications has created “Club23” a traveling portable club where consumers can play games, dancde and get noticed by the “Pepperatzzi.
” Othee campaign efforts include “VidaVans” that traveo to retailers: “Tu a chance to win a new car; and a chance to win a family Meanwhile, López Negrete Communications is puttingy a more wholesome spin on a new campaigj for 7UP, but using some of the same creative tactics as Dr Sanchez says the campaign will target Hispanic He says the creative work includes celebrating a “natural way of and the things mothers do with theird families. The 7UP campaign will also incorporate an online componenty as well as television andradioi spots.
Other efforts are being tied in as includinga “Seven Dias de contest, where winners receive seveb days of family-oriented prizesx such as home cleaning, shoppinvg sprees and family vacations. Like with Dr López Negrete Communications has centered the 7UP campaignmon music. The themee song, “Sevenisima,” will be sung by Denise Gonzalez, who will also servew as the television spokeswoman for commercials that will be shownm exclusivelyon Telemundo.
Gonzalez will also be features on the Web site and makepublic