Tampico launches ‘Discover your Tampico‘ campaign.

Tampico Beverages this past month has launched “Discover your Tampico” campaign. The campaign rolls out in Chicago with outdoor billboards, mobile advertising, radio, print and guerilla sampling.

The “Discover your Tampico” campaign, primarily targeting moms, features the headline “Discover Your Flavor” (Encuentra tu Sabor) and encourages consumers to “discover” the variety of flavors and sizes Tampico has to offer.

“We understand the authenticity of the brand among Hispanics and General Market consumers, especially mothers of young children, and hope to further extend our loyalty by continuing to develop flavors and sizes that resonate with our target consumers,” said Jennifer Pollack, Domestic Marketing Director for Tampico.

Prior to the launch, extensive research was conducted in four markets — Chicago, Dallas, Los Angeles and Miami — to understand Hispanic and African American moms’ attitudes and perceptions of Tampico. The results were encouraging as it was reiterated that Tampico holds strong brand equity within these households. Children were found to be a key motivator when it came to flavors and brand preferences.

The campaign is being tested this summer in Chicago with a possible roll out to other key markets next year. The campaign includes targeted tips for moms during the summer and back to school timeframe delivered via 60 second radio spots. “The idea with the tips was to make the brand relevant for mom and make her feel good about being just that, mom. The tips are informational in nature that she can use to care for the family, especially the kids. For example a few of the tips include information on proper summer time nutrition, swimming safety, and back to school basics,” added Pollack.

Tampico tapped the expertise of PACO Communications, Inc., a boutique Chicago agency to develop the consumer marketing campaign for “Discover Your Tampico.” PACO has been working with Tampico Beverages for the past two years handling both domestic and international projects.

“We are thrilled to be working with such a strong brand like Tampico,” said Pablo Acosta, Chief Creative Officer and Co-founder of PACO. “Our goal for this campaign is to engage moms and allow them to feel good about buying Tampico for the entire family. Not only did we need to communicate the variety of flavors but also the unique packaging that Tampico offers; there is virtually a size for every family member and occasion.”