Do you want to be challenged by a soda?

In a just launched campaign, Dr. Pepper is daring Telemundo viewers to "Try Something New," led by celebrities of course.  The on-air component of the "Atrevete A" campaign consists of branded segments on "Suelta La Sopa," a popular celebrity chat show.  Celebrity guests will join the hosts as they try challenging feats.

The campaign will also be promoted with "Daring Moments of the Week" segments, commercials and cross-promotional segments on other Telemundo series.

Online, viewers have been invited to share photos of themselves with a Dr. Pepper logo and write a caption describing something they have always wanted to try.  The winner will appear on the show. (Sass, 2015)

Oddly enough Dr. Pepper isn't the only soft drink using  a "dare" theme at the moment.  Earlier this month, Pepsi introduced "Live for Now," with challenges led by Pepsi ambassadors like Usher and Serena Williams.

So what do you think?  Will these campaigns be successful?  Is it about the challenge or the celebrities?

Sass, E. (2015, March 26)  Dr. Pepper, Telemundo Dare Viewers In New Campaign.  mediapost.com.  Retrieved March 27, 2015, from

http://www.mediapost.com/publications/article/246464/dr-pepper-telemundo-dare-viewers-in-new-campaign.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=81439

Psst. Those missing 18-49 year-olds are watching Univision.

Now that the 2012/2013 television season is wrapping up, some interesting data on audience trends has emerged.  While the traditional networks continue to lose 18-49 year-olds, Univision and Telemundo are showing gains among this key demographic.  (Hagey, 2013)

Here are the specifics:

Losers

CBS: - 3%

Fox: -22%

NBC: -7%

ABC: -9%

Winners

Univision: +1%

Telemundo: +7%

Latinos currently make up 19% of 18-49 year-olds.  But, nearly a quarter of Americans age 6-34 are Latinos.  (Loechner, 2013)  And, 25% of all births in America today are to Latinos.  (Lukovitz, 2013)  So we can expect those numbers to keep going up.

Advertisers clearly need to tune in.  Are you?

Hagey, K.  (2013, May 6)  English Ads on Spanish TV? Wall Street Journal.  p B7

Loechner, J. (2013, April 23)  A Fourth of Americans Age 6 to 34 Are Hispanic.  mediapost.com.  Retrieved May 22, 2013, from http://www.mediapost.com/publications/article/198573/a-fourth-of-americans-age-6-to-34-are-hispanic.html#axzz2U3Pj1pvb

Lukovitz, K. (2013, April 9)  Beech-Nut, Goya Team On Hispanic Baby Food Line.  mediapost.com.  Retrieved May 22, 2013, from http://www.mediapost.com/publications/article/197668/beech-nut-goya-team-on-hispanic-baby-food-line.html#axzz2U3Pj1pvb