Tampico Beverages has rolled out a test campaign in Chicago in English and Spanish with outdoor billboards, mobile advertising, radio, print and guerilla sampling.
The “Discover your Tampico” campaign, targets moms and features the headline “Discover Your Flavor” (Encuentra tu Sabor) and encourages consumers try Tampico’s variety of products, the company said.
To determine its marketing strategy, the firm conducted research to understand the Hispanic and African American markets. The focus groups took place in Chicago, Dallas, Los Angeles and Miami. The results determined that Tampico held strong brand equity within these households. Children were found to be a key motivator when it came to flavors and brand preferences, the company said.
Sixty-second radio spots offer back-to-school tips for moms.
“The idea with the tips was to make the brand relevant for mom and make her feel good about being just that, mom,” Jennifer Pollack, domestic marketing director for Tampico. “The tips are informational in nature that she can use to care for the family, especially the kids. For example a few of the tips include information on proper summer time nutrition, swimming safety, and back to school basics.”
PACO Communications developed the campaign.
Tampico sells refrigerated juice drinks in the U.S. in groceries across America. Tampico is sold in grocery chains and independent retailers nationally and in more than 35 countries worldwide.
Network
