• May 13, 2009

Dr Pepper launches its Vida23 Hispanic-focused program on Friday with Club23, a Dr Pepper-themed mobile dance club and gaming arcade that will travel the country. Beginning in Dallas, Club23 will also stop in Los Angeles, San Antonio and Phoenix and in Fresno, Modesto, Sacramento, Bakersfield and Stockton, Calif., 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.

The program is a celebration of living "la Vida23," a bicultural life to the "23rd power," according to the company, playing off of the blending of 23 flavors in the beverage.

The campaign also includes 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 Dr Pepper ad 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.

Additional promotions will launch this year, including Tu Ride23 and Familia23. For the Tu Ride23 promotion, Dr Pepper street teams will give customers a chance to win a new 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 drinking Dr Pepper. --Tanya Irwin