Dr Pepper partners with Pitbull for ‘Vida 23’.

Dr Pepper announced that platinum recording artist Pitbull will serve as the spokesman for the brand’s 2011 “Vida 23” marketing campaign. The Dr Pepper relationship with Pitbull began in earnest earlier this year, when the performer wrote the original song “Vida 23” for the campaign. The single is featured in his latest album, “Armando.”

“Pitbull represents what Dr Pepper ‘Vida a la 23’ is all about – getting more out of life,” said Andrew Springate, senior vice president of marketing for Dr Pepper. “When we first heard the ‘Vida 23’ song he wrote for the campaign, we knew it was a great way to share our message with
Dr Pepper fans across the country.”

The “Vida 23” campaign is a continuation of the brand’s original and award-winning marketing efforts that began in 2009. The program reaches consumers in unique ways through their passions: music, fame, friends, family and hanging out. The campaign will include TV, online, out of home advertisements, radio, in-store activity and a mobile tour. The “Vida 23” mobile tour will travel to special events and retail in more than eight U.S. markets, showcasing Dr Pepper, music and living life to a higher level.

“I am very excited to be working with Dr Pepper; and I am very impressed by the way they let me be not only Armando, but Pitbull. This is a great opportunity to build the Pitbull brand alongside such an established brand. My mother always wanted me to be a doctor, and look at me now – I am a Dr.”