Earlier this month, Hispanic shoppers at major supermarkets
in several U.S.
cities found more than just groceries in the aisles: They saw a series of
30-second spots inviting them to take part in a 7UP-sponsored sweepstakes.
The contest offered the chance to win several prizes,
including a family vacation for four, amusement park tickets, and gift cards
that can be used for home cleaning services.
The spots were not produced by the Dr Pepper Snapple Group
brand, but by NBC Universal-owned Telemundo under a recent partnership. The
companies have joined forces to launch 7
DÃas deSevenÃsima, a promotion
running through Aug. 2, aimed at boosting sales of 7UP among the fast-growing
Ultimately, said Telemundo station sales senior vice
president Enrique Perez, the idea is to drive sales, "and this is where we can
really make a difference by leveraging all our properties, including TV,
online, mobile and retail activation."
To reinforce the retail promotions, Telemundo's talent will
be also available on site: Popular TV host PenÃ©lope Menchaca will be making an
appearance at the Los Angeles
retail events on July 18 and 25.
The partnership, financial terms of which were not
disclosed, is now in its second year. In 2008, Telemundo and 7UP teamed up for
the launch of 7UP Receta para tu Ã©xito,
a cooking contest that granted an ultimate winner $70,000.
"We're pleased to work with Telemundo again this year as we
launch the 7UP 7 Dias de Sevenisima
campaign," said 7UP Hispanic associate brand manager RenÃ© SÃ¡nchez.