DALLAS Dr Pepper/Seven Up has selected Mercury Mambo to handle Hispanic marketing initiatives for the company's soft drink portfolio, the client said.
The independent Austin, Texas, shop won the business in a review. Mercury Mambo is charged with handling broadcast creative, strategic planning, sales promotions, sponsorship development and special events.
The client's past Hispanic efforts have focused on marketing individual brands; the new effort will encompass a "portfolio perspective," said DPSU representative Kyle Rose. "We wanted our message to be as integrated as possible," he said. "We really want to have a consistent experience for the customer."
Mercury Mambo was among the shops that have done Hispanic work for the client on a project basis. It has developed targeted point-of-sale campaigns in Spanish for Hawaiian Punch and other brands since 2000.
Two of the agency's three co-founders have extensive experience in beverage marketing. Partner Liz Arreaga spearheaded ethnic marketing efforts for Coca-Cola USA's largest bottling company, Coca-Cola Enterprise in Los Angeles, prior to co-founding Mercury Mambo in 2001. President Becky Arreaga worked on Coca-Cola USA's Hispanic account at Bromley Communications during her 10-year stint at the San Antonio shop.
The review included undisclosed contenders based in Texas, the client said.
Billings are undisclosed. The Plano, Texas-based beverage company spent $131 million on general-market advertising last year, according to TNS Media Intelligence/CMR.
DPSU is also taking a multi-brand strategic approach with its interactive properties. In April it hired Dallas-based independent Slingshot as its interactive agency. Creating a single consumer database of customer information across all brands was among Slingshot's initial assignments.