Dr. Pepper is connecting to the Hispanic consumer in the U.S. in a meaningful way by directly tapping into one of its most beloved cultural sports. This past spring, Dr. Pepper TEN sponsored the Lucha Libre USA 2012 “Masked Warriors” Tour, which visited arenas in major Hispanic markets nationwide.
It was a great success, so much so that the company is renewing its sponsorship as the official beverage sponsor for 2013. This winning partnership showcases how Lucha Libre USA can integrate brands and sponsors into their family friendly shows to the benefit of its sponsors and the delight of audiences around the country.
For the national tour earlier this year, Dr. Pepper TEN partnered with Lucha Libre USA to create a branded Luchastar (wrestler) to compete in the ring. Dr Pepper’s branded Luchastar, known as El Nuevo Macho, was an instant hit with fans. They recognized the Dr Pepper branding instantly and chanted “Dr Pepper” during his matches and, after the match, took photos with him. And to kids, the branded character has become a Hero; the children wear his mask at events and make posters for him.
From a branding perspective, El Nuevo Macho also made media appearances in various markets along the tour such as an appearance on Univision. (Photos below are of the branded Dr. Pepper character and fans wearing the character’s mask).
So for the 2013 Lucha Libre USA “Masked Warriors” tour, El Nuevo Macho will once again step into the ring and compete. As with the 2012 tour, fans will have the opportunity to sample Dr Pepper beverages at each live event. Dr Pepper will run online contests where fans can win tickets to see Lucha Libre USA’s “Masked Warriors Live” tour. Fans will also have an opportunity to meet Luchastars including El Nuevo Macho at participating retailers during the tour.
“Dr Pepper is focused on understanding Hispanic consumer preferences and activating strong marketing and retail programs that resonate well with this group,” said Lorena Paz, Dr Pepper brand manager. “The Dr Pepper TEN collaboration with Lucha Libre USA provides our fans a one-of-a-kind connection to this well-known sport.”