'Live Life Plus' Rolled Out for Tampico Plus

Refrigerated juice drink brand Tampico Beverages, along with its distribution partner, Pepsi Beverages Co. (PBC), has launched a multimarket, multimedia campaign in support of Tampico Plus, a new vitamin-fortified, lower-sugar, lower-calorie product line. “Live Life Plus” will target 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,” explained Tampico CEO Scott Miller, adding that the “exciting, mutifaceted campaign … shines the spotlight on how these conveniently sized and healthful drinks can enhance their lifestyles so they can Live Life Plus.”

Aimed squarely at the on-the-go, health-conscious consumer, the campaign runs through November and focuses on the 18- to 34-year-old Hispanic and multicultural demographic in such markets as Los Angeles, Miami, Houston, Dallas, Phoenix and Las Vegas. The Tampico brand already enjoys wide popularity among this group of consumers, giving it a particularly strong position in many southwestern markets.

“Life Life Plus” encompasses a broad array of media, including consumer and media relations, radio, out-of-home and online advertising, social media marketing, and experiential tactics like on-site sampling and consumer engagement. A major part of the campaign is to build awareness of Tampico Plus’ nutritional attributes: The beverages, which come in Citrus, Mango, and Tropical varieties, contain 100 percent of the recommended daily allowance of vitamin C per 8-ounce serving and are an excellent source of vitamins A and E under the U.S. Food and Drug Administration's food labeling guidelines.

“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,” noted Brian Pare, marketing director at Somers, N.Y.-based PBC, which under an agreement finalized earlier this year, is distributing Tampico Plus through a direct-store delivery system in select U.S. markets. “The rollout 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 overarching theme of Live Life Plus is to invigorate consumers to enjoy life to the fullest," added Pablo Acosta, co-founder and creative director at PACO Communications, the Chicago-based multicultural marketing agency that came up with the campaign. “The creative showcases people doing free-spirited activities brought to life through dynamic urban imagery across various media elements.”

Chicago-based Tampico Beverages is a subsidiary of Houchens Industries, Inc. a diversified conglomerate based in Bowling Green, Ky., that’s wholly owned by its employees.