Juice Brand Jazzed After First Integrated Campaign

A beverage brand looking to tap into the Hispanic market found success by focusing on where many in the demo do their shopping: Independent grocery stores.
 
Tampico's campaign in Las Vegas has produced a 62.4 percent year-to-date sales spike in that market, said Jennifer Pollack, domestic marketing director for the Chicago-based juice brand.

The effort, which began in March and ends June 30, has targeted Hispanic moms and children who frequent independent grocery stores.

The campaign is a multimedia effort, including daily Spanish-language radio spots, billboards, print inserts in the local edition of El Tiempo, weekly store events and branded 'festival' vans that visited retailers with Tampico-centric games and giveaways. Tagline: "Encuentra tu sabor" ("Discover your flavor").

With other market roll-outs tentatively being planned, Pollack said that the campaign was the first fully integrated effort on a national level that the brand has done. "We wanted to see what works for us and what doesn't. What we've learned is that our consumers really get a lot out of the store events," she said.

While Tampico has purchased radio spots for jingles, it's also been sponsoring events at targeted mom-and-pop stores-from which the stations' disc jockeys have broadcasted live. The DJ appearances, on Fridays and Saturdays, have involved designated product booths at the front of the stores.

Meanwhile, Pollack said that the print insert for El Tiempo entailed a crossword puzzle that put to use all of Tampico's juice flavors. The puzzle was meant to inspire children to interact with the brand, she said. 

Also, the street-side billboards ran in predominantly Hispanic neighborhoods in Las Vegas, where that ethnic demographic has been exploding in recent years, she said. Pollack added that the same style of campaign is tentatively expecting to roll out in "two or three markets similar to Las Vegas" this fall.

"We chose Las Vegas for the campaign because we really wanted to see how the campaign worked in a market where we didn't already have a lot of strength," she said. "A market like Los Angeles or Phoenix- where we've been strong for years-wouldn't have served what we were looking for. A market like Las Vegas had a lot of untapped opportunities for us." She added that as a result of the campaign, the brand has been able to motivate retailers to switch over to our products from other, similar brands.

Hispanic marketing agency Paco Communications, Chicago, helped steer the creative direction and overall strategy for the campaign. Ozzie Godinez, CEO for the agency, said that the combination of Tampico's price point (99 cents to $1.79, depending on the city) and the slumping economy probably aided the pilot's sales results.

"Tampico is a value product, meaning the price points are significantly lower than what you would have for other products," Godinez said. "It's an indirect plus in these economic times, where so much emphasis is put on what you can buy for a dollar."