Dr Pepper Tour Targets Hispanic Teens with Club23
To create brand relevance and familiarity between its product and young Hispanic consumers, the Dr Pepper Snapple Group hit the road with its Vida 23 road tour. The centerpiece of the tour was a triple-wide 18-wheeler, named Club23, designed to operate like a teen club on wheels, complete with a Dr Pepper sampling station, video gaming stations and a dance floor with a live dj spinning the latest tracks. To accomplish its goals while leveraging the Hispanic youth market’s love for online life, gaming, music and socializing, Club23 was on-site for many Vida23 activations, including a Chevy Camaro sweepstakes giveaway and Vida Van events.
Inside Club23, music playing from the dj’s table pumped, while the consumers were invited to hit the dance floor, grab a controller and join in on Halo, Guitar Hero and Nintendo Wii Sports consoles, and of course, enjoy some Dr Pepper.