Dr Pepper/Texas @ The Cartel Group.

Cadbury Schweppes Americas Beverages (CSAB), the Texas-based subsidiary division of London-based Cadbury Schweppes plc, announced that it has selected San Antonio-based The Cartel Group as the agency of record for Hispanic market efforts for its Dr Pepper brand.

“Our vision is to accelerate the growth of Dr Pepper among Hispanic consumers by strengthening our relationship with our current Hispanic consumer base as well as capturing the attention of potential new users in this growing segment,” said Omar Garcia, Director of Multicultural Marketing for CSAB. “We are confident that we have selected a solid marketing partner in The Cartel Group. Their beverage and Hispanic consumer marketing experience will add tremendous value to our team,” added Garcia.

The agency’s responsibilities will include strategic support, media planning and advertising development. Billings for the campaign will hover in the low seven figures.

“We are honored to be able to leverage our skill set to serve such a terrific brand in this exciting campaign. Both Dr Pepper and The Cartel Group are ‘Texas born and bred’,” said Jesús Ramírez, Chief Creative Officer at the multicultural agency. “We both share a passion to reach Hispanics and are proud of our roots in this state. Our team members started this pitch as Dr Pepper lovers, but we were enlightened on the brand’s strength and its uniqueness by our research,” he concluded.