Tampico & Pepsi launch Live Life Plus campaign.

Tampico Beverages in tandem with its distribution partner Pepsi Beverages Company (PBC), has launched a multi-market, multi-media campaign to spotlight its new vitamin-fortified, lower-sugar, lower-calorie juice brand, TAMPICO PLUS. The Live Life Plus campaign will launch through key U.S. markets via traditional, experiential and online/social media promotional efforts.

“Youthful consumers are looking for low-calorie yet great-tasting products to work into their daily lives,” said Scott Miller, Chief Executive Officer of Tampico Beverages. “We’re excited to introduce TAMPICO PLUS to our core consumers through this exciting, multi-faceted campaign that shines the spotlight on how these conveniently sized and healthful drinks can enhance their lifestyles so they can Live Life Plus.”
   
Designed to engage the on-the-go and health-conscious consumer, the campaign is scheduled to roll out immediately and continue through November of 2010. It will focus on the 18- to 34-year-old Hispanic and multicultural demographic in key distribution markets including Los Angeles, Miami, Houston, Dallas, Phoenix and Las Vegas.
   
The integrated campaign will be delivered through a broad array of media including consumer and media relations, radio, out-of-home and online advertising, social media marketing, and experiential tactics such as on-site sampling and consumer engagement.

“TAMPICO PLUS is a strategic addition to PBC’s well-balanced beverage portfolio, consistent with our mission to offer consumers great-tasting, better-for-you products at a great value,” said Brian Pare, Marketing Director at Pepsi Beverages Company. “The roll-out campaign introduces TAMPICO PLUS in a way that’s fun and inspiring, and we have no doubt that it will elevate the brand within our core markets.”
   
The campaign was designed to correspond with the lively, spirited vibe of the TAMPICO PLUS brand with aspirational imagery featuring hip, diverse young people engaged in fun and enjoyable activities while living life to the fullest, at home or on-the-go.

“The overarching theme of Live Life Plus is to invigorate consumers to enjoy life to the fullest,” said Pablo Acosta, Co-Founder and Creative Director at PACO Communications. “The creative showcases people doing free-spirited activities brought to life through dynamic urban imagery across various media elements.”