Dr Pepper Invites Fans to get More From Life Through Bicultural Vida23 Program

Dr Pepper Invites Fans to get More From Life Through Bicultural Vida23 Program

Campaign Includes Mobile Dance Club/Gaming Arcade, Car Giveaway and the Chance to Win the Ultimate Family Fiesta

PLANO, Texas, May 12 /PRNewswire/ -- Today, Dr Pepper launched the Vida23 program, a celebration of living "la Vida23" - a flavorful, bicultural life to the "23rd power." The campaign kicks off today with Club23 - a Dr Pepper-themed mobile dance club and gaming arcade, as well as a song written especially for the program.

"Just like the unique 23 flavors Dr Pepper, Vida23 is designed to give consumers more out of every day," said Monica Morales, Dr Pepper brand manager, Hispanic market. "Hispanic young adults are living the best of both worlds - they're bicultural and bilingual. Unlike previous generations, today's young Latinos literally have one foot in each culture and Vida23 celebrates their way of life."

The program starts with the launch of "LA LA LA Life/Vida23," a new song written and performed by Cucu Diamantes and Grammy Award winner Andres Levin, founder of the band Yerba Buena. The song, which can be heard in advertising spots and on the airwaves, is a multicultural fusion of reggae, hip-hop, rock and salsa, sprinkled with global beats. Consumers can download the song and ring tones and create a customized re-mix of the song by visiting www.Vida23.com.

Dr Pepper's Vida23 will embody the bicultural lifestyle through its Club23 mobile gaming arcade and dance club. As one of the hottest clubs on wheels, consumers can play games, dance and upload photographs. Major League Gamer Tom Taylor will make special appearances in key markets.

Beginning in Dallas on May 15, Club23 will be rolling around the country and stopping in Los Angeles, San Antonio, Phoenix, Fresno, Modesto, Sacramento, Bakersfield and Stockton, giving Dr Pepper fans a chance to play some of the newest games and hear hip local DJs. Club23 dates and locations are available at www.Vida23.com.

Additional promotions will launch this year, including Tu Ride23 and Familia23. For the Tu Ride23 promotion, Dr Pepper street teams will travel with a brand new car and give customers a chance to win the vehicle through a nationwide sweepstakes. Familia23 is a contest giving families the chance to win the ultimate fiesta by submitting a photograph of their family enjoying Dr Pepper and sharing their story about how they live life to the fullest.

No Purchase Necessary. Go to www.Vida23.com for free Code/Entry, Official Rules and details.

About Dr Pepper

Dr Pepper, a brand of Dr Pepper Snapple Group (NYSE:DPS) , is the oldest major soft drink in the United States. Since 1885, the 23 flavors of Dr Pepper have earned legions of fans that enjoy its unique, refreshing taste. The brand is available in Regular, Diet, Caffeine Free and Cherry varieties. DPS is the leading producer of flavored soft drinks, marketing Dr Pepper and 50-plus other beverage brands across North America and the Caribbean. For more information on Dr Pepper, visit www.drpepper.com or at www.drpeppersnapple.com.

First Call Analyst:
FCMN Contact:

Source: Dr Pepper

CONTACT: Stephen Chavez of Ketchum, +1-310-584-8386,
stephen.chavez@ketchum.com, for Dr Pepper

Web Site: http://www.drpepper.com/
http://www.vida23.com/

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Profile: International Entertainment