Tampico International rolls-out Global Campaign.

Tampico Beverages has launched its first global multi-media campaign to spotlight its new packaging and wide variety of fun and playful flavors. The campaign will launch through multiple media outlets in many languages and countries.

“Our beverages are distributed in more than 50 countries around the world,” said Raja Grar-Augustin, Senior Director of Global Marketing at Tampico Beverages. “Since the taste of Tampico translates across geographical boundaries, we wanted to develop a campaign that does the same. Irresistible has been our brand promise since Tampico was founded and reflects why our juices have become so popular around the world. Our strategy was to customize a message that appealed to kids, young adults and moms on a local level while preserving the key brand elements that have made Tampico into the brand it is today,” says Grar-Augustin.

Designed to position Tampico as a global beverage brand among consumers and the beverage industry, the campaign is scheduled to roll out in most markets by September of 2009. The campaign has already launched in India, Kosovo, Trinidad, Barbados, and Jamaica, as well as in Tijuana and Monterrey, Mexico.

The campaign was designed to correspond with Tampico’s brand evolution into a beverage embraced by not only families and moms, but also a younger adult demographic looking for an alternative to sugary sodas. Prior to this campaign, Tampico was challenged by a lack of consistency in its messaging and communication to consumers around the world. The new campaign aligns the brand on a global level with a consistent message delivered clearly to its global consumer base. Tampico’s hip new image and label design reflects a more modern look while still appealing to the core consumer segment that has made Tampico one of the best-selling beverages in its category.

Designed to provoke a feeling of fun and excitement, the integrated campaign will be delivered through a broad array of media including print, radio and television spots, out-of-home advertising including buses and billboards, point-of-purchase, and consumer promotions.

“This campaign illustrates how a global brand that has unique and distinct consumer segments can deliver a unified message across a wide array of diverse markets,” said Pablo Acosta, co-founder and creative director at PACO Communications, the Chicago-based multicultural marketing agency that created the campaign.

To maintain brand consistency while embracing the unique tastes of each of its geographic markets, Tampico localized and customized brand elements to each country while retaining the Irresistible tagline across all languages and countries. For instance, in Haiti, radio spots were translated into Creole.

“Many consumers have been enjoying our products since they were young children and so there’s a certain brand nostalgia and loyalty that carries over as they have moved through life,” said CEO Scott Miller. “We wanted this campaign to communicate the continuing relevance that Tampico offers in a modern, fun, and light-hearted way as we look to expand our trademark around the globe.”

As a wholesome, healthy and globally appealing lifestyle product, Tampico juices are consumed throughout the day, whether at home, school, work, parties, sports events, or family gatherings. To reflect the tastes of its consumers as well as its Latin American heritage, Tampico will utilize popular elements such as reggaeton rhythms and soccer themes to relay a sense of the community and fun the brand evokes.

The global campaign will aim to generate increased credibility among retailers and consumers to drive sales. In the past, Tampico has relied on customer loyalty and small-scale, locally-based advertising. Now, as it ushers in a new growth phase, it is aiming for heightened awareness as a prestigious, globally-recognized brand.