Dr. Pepper & Telemundo launche “Atrévete A” campaign

For its second consecutive year, Telemundo partners with Dr Pepper in a multiplatform campaign to engage fans and give millennials a sense of adventure and an opportunity to demonstrate their originality.  Developed with two of Dr Pepper’s advertising agencies, Initiative LA and Identity, the “Atrévete A” (“Dare To”) campaign will focus on building brand awareness around messaging for Dr Pepper, “Dare to discover a unique taste,” by having “Suelta La Sopa” hosts, Jorge Bernal and Erika de La Vega, along with celebrity talent, try something “they’ve always wanted to do,” and encourage viewers to participate in a one-of-a-kind photo contest by daring to try something new with Dr Pepper.      

“We are thrilled to be teaming up with Dr Pepper once again to create a unique and authentic experience for our millennial viewers,” said Mike Rosen, Executive Vice President, NBCU Hispanic Group Advertising Sales. “Dr Pepper is a one-of-a-kind partner for Telemundo, helping us bring our devoted fans the engaging, innovative content we dare them to try.

On-air promotion of “Atrévete A” will include integrated segments on “Suelta La Sopa,” where hosts and guest celebrities showcase their “dares,” as well as “Suelta La Sopa” “Daring Moments of the Week” editorial segments.  In addition, the campaign will feature custom videos to air during commercial time and cross-promotional segments on popular Telemundo series “Un Nuevo Día,” “Titulares y Más” and “Ritmo Deportivo,” and on NBC UNIVERSO.

As part of the multiplatform campaign, Dr Pepper will present an “Atrévete A” contest, launching on March 25, in which each segment will end by encouraging fans to submit a photo of themselves with a Dr Pepper logo, and write a creative caption about something they have always wanted to try.  Fans will be offered the option to share a link to the contest via their social networks, challenging their friends to taste the one-of-a-kind flavor of Dr Pepper, to have a chance for their photo to be featured on-air in an “Atrévete A” segment during “Suelta La Sopa.”  Submissions will be reviewed by the show producers, and the winner will be flown to Miami to perform their dare, on-air, on the set of “Suelta La Sopa.”

The fully integrated campaign will be presented by Dr Pepper within the “Suelta La Sopa” page on Facebook and Telemundo.com, with custom branded digital content, photos from the on-air segments and a branded iFrame for contest submissions.