For advertisers like AMWAY, There’s No Business Like Show Business.

If you’re in Miami these days, chances are a group of improvisational dancers will find you and, without a blink, will intercept you with some Latino-slanted, urban steps. Especially if you find yourself walking one of the big shopping malls.

It’s all part of a wide marketing effort by Amway’s XS, a brand energy drink aptly named Naranja Blast.

As part of the non-traditional guerilla effort, the drink is also sponsoring a free concert featuring Puerto Rican, Grammy-winning sensation Tito “El Bambino.” The concert will take place December 17, at Grand Central in Downtown Miami.

“It’s exciting that we’re able to engage our clients in the realm of entertainment and in contemporary ways of supporting their brand’s positioning and enhancing their consumer promise,” said Louis Maldonado, Managing Director d expósito & Partners.

As a brand, Amway recently sponsored a Telemundo special, “Fábrica de Sueños”, which aired Sunday December 12, featuring novela heart-throb/ pop singer Jencarlos Canela’s personal success story as an indirect modelic motivator, using talent that is emblematic of the Positive Force of Amway and its aspirational potential.

The agency behind these initiatives is d expósito & Partners. A music video by urban stars Angel y Khriz integrates Mazda2 into a love story. Hits for the clip have already reached close to 100,000 viewers.

Facebook:
http://www.facebook.com/xslive?v=app_2392950137&ref=ts#!/video/video.php?v=482069057942>

Telemundo:
http://msnlatino.telemundo.com/especiales/Especiales_Telemundo/video_player?uuid=1c48cbed-1d2d-466c-b447-21927788e4bf>

YouTube
http://www.youtube.com/watch?v=2ubn0UHKbMQ>