Dr Pepper invites Bicultural Vida23 Program.

Dr Pepper launched the Vida23 program, a celebration of living “la Vida23” – a flavorful, bicultural life to the “23rd power.” The campaign kicks off with Club23 – a Dr Pepper-themed mobile dance club and gaming arcade, as well as a song written especially for the program.

“Just like the unique 23 flavors Dr Pepper, Vida23 is designed to give consumers more out of every day,” said Monica Morales, Dr Pepper brand manager, Hispanic market. “Hispanic young adults are living the best of both worlds – they’re bicultural and bilingual. Unlike previous generations, today’s young Latinos literally have one foot in each culture and Vida23 celebrates their way of life.”

The program starts with the launch of “LA LA LA Life/Vida23,” a new song written and performed by Cucu Diamantes and Grammy Award winner Andres Levin, founder of the band Yerba Buena. The song, which can be heard in advertising spots and on the airwaves, is a multicultural fusion of reggae, hip-hop, rock and salsa, sprinkled with global beats. Consumers can download the song and ring tones and create a customized re-mix of the song by visiting http://www.Vida23.com.

Beginning in Dallas on May 15, Club23 will be rolling around the country and stopping in Los Angeles, San Antonio, Phoenix, Fresno, Modesto, Sacramento, Bakersfield and Stockton, giving Dr Pepper fans a chance to play some of the newest games and hear hip local DJs.

Additional promotions will launch this year, including Tu Ride23 and Familia23. For the Tu Ride23 promotion, Dr Pepper street teams will travel with a brand new car and give customers a chance to win the vehicle through a nationwide sweepstakes. Familia23 is a contest giving families the chance to win the ultimate fiesta by submitting a photograph of their family enjoying Dr Pepper and sharing their story about how they live life to the fullest.