Tampico Beverages & Pepsi Beverages Company Launch Live Life Plus Campaign for...

Tampico Beverages & Pepsi Beverages Company Launch Live Life Plus Campaign for New TAMPICO PLUS(R) Beverages

Multi-media efforts to boost consumption, drive retail traffic for new low-sugar, low-calorie juice brand


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CHICAGO, Sept. 8 /PRNewswire-HISPANIC PR WIRE/ — Tampico Beverages, one of the leading global refrigerated juice drink brands, in tandem with its distribution partner, Pepsi Beverages Company (PBC), has launched a multi-market, multi-media campaign to spotlight its new vitamin-fortified, lower-sugar, lower-calorie juice brand, TAMPICO PLUS(R) ( http://www.tampico.com/index.htm ). The Live Life Plus campaign will launch through key U.S. markets via traditional, experiential and online/social media promotional efforts.

“Youthful consumers are looking for low-calorie yet great-tasting products to work into their daily lives,” said Scott Miller, Chief Executive Officer of Tampico Beverages. “Were excited to introduce TAMPICO PLUS to our core consumers through this exciting, multi-faceted campaign that shines the spotlight on how these conveniently sized and healthful drinks can enhance their lifestyles so they can Live Life Plus.”

Designed to engage the on-the-go and health-conscious consumer, the campaign is scheduled to roll out immediately and continue through November of 2010. It will focus on the 18- to 34-year-old Hispanic and multicultural demographic in key distribution markets including Los Angeles, Miami, Houston, Dallas, Phoenix and Las Vegas.

The integrated campaign will be delivered through a broad array of media including consumer and media relations, radio, out-of-home and online advertising, social media marketing, and experiential tactics such as on-site sampling and consumer engagement.

As one of the leading refrigerated juice-drink brands in the U.S. grocery channel, Tampico will seek to build awareness around the healthful attributes of the TAMPICO PLUS(R) products. The beverages boast 100 percent of the recommended daily allowance of vitamin C per eight-ounce serving and qualify as an excellent source of vitamins A and E under the U.S. Food and Drug Administrations food labeling guidelines. TAMPICO PLUS(R) is also compliant with school beverage guidelines for U.S. high schools, a set of standards established by the Alliance for a Healthier Generation, a joint initiative of the American Heart Association and the William J. Clinton Foundation to provide students with more nutritious choices.

Pepsi Beverages Company, under an agreement finalized earlier this year, is currently distributing TAMPICO PLUS(R) fruit-flavored beverages via its direct store delivery system in select U.S. markets.

“TAMPICO PLUS is a strategic addition to PBCs well-balanced beverage portfolio, consistent with our mission to offer consumers great-tasting, better-for-you products at a great value,” said Brian Pare, Marketing Director at Pepsi Beverages Company. “The roll-out campaign introduces TAMPICO PLUS in a way thats fun and inspiring, and we have no doubt that it will elevate the brand within our core markets.”

The campaign was designed to correspond with the lively, spirited vibe of the TAMPICO PLUS(R) brand with aspirational imagery featuring hip, diverse young people engaged in fun and enjoyable activities while living life to the fullest, at home or on-the-go.

“The overarching theme of Live Life Plus is to invigorate consumers to enjoy life to the fullest,” said Pablo Acosta, Co-Founder and Creative Director at PACO Communications (http://www.pacocommunications.com/ ), the Chicago-based multicultural marketing agency that created the campaign. “The creative showcases people doing free-spirited activities brought to life through dynamic urban imagery across various media elements.”

TAMPICO PLUS(R) (http://www.tampico.com/index.htm ) juices are currently available in three flavors: Citrus, Mango, and Tropical at convenience store and traditional grocery store channels, and come in various sizes including both convenient single-serve containers and family multi-packs.

The Tampico brand has a particularly strong position in many southwestern markets, driven in large part by its popularity among Hispanic and other multicultural consumers. Live Life Plus (Vive la Vida Plus in Spanish) is about:

— Experiencing pleasure and enjoyment in whatever you do

— Living in the moment

— Discovering and expressing your passions and strengths

— Being an individual

TAMPICO PLUS(R) is available in several convenient sizes including a 20-ounce bottle, 16-ounce can, 12-ounce six-pack and 12-ounce 24-pack and is designed for those who are on-the-go while still appealing to the core consumer segment that has made Tampico one of the best-selling beverages in its category.

About Pepsi Beverages Company

Pepsi Beverages Company (PBC) is PepsiCos beverage manufacturing, sales and distribution operating unit in the United States, Canada and Mexico. PBC handles approximately 75 percent of PepsiCos North America beverage volume. Its diverse portfolio includes some of the worlds most widely recognized beverage brands, including Pepsi, Mountain Dew, Sierra Mist, Aquafina, Gatorade, SoBe, Lipton, and Amp Energy. In many markets, PBC also manufactures and/or distributes non-Pepsi brands, including Dr Pepper, Crush, ROCKSTAR, and Muscle Milk. The operating unit is headquartered in Westchester County, New York and employs approximately 70,000 people. Learn more about PBC at http://www.pepsico.com/pbc

About Tampico Beverages

Founded in 1989 in Chicago, Illinois, Tampico Beverages is a global brand sold in over 55 countries worldwide. With substantial brand awareness in the United States Hispanic community and throughout Latin America, Tampico maintains a leadership position as the number one refrigerated juice drink in groceries across America and one of the leading suppliers of value-added juice drink concentrates in the world. For more information, please visit http://www.tampico.com

Tampico Beverages is a subsidiary of Houchens Industries, Inc., a diversified conglomerate headquartered in Bowling Green, KY that is wholly-owned by its employees. Houchens has over 17,000 employees in businesses such as retail grocery and convenience stores, quick-to-service restaurants, insurance, manufacturing, software, website development, construction, crushed stone aggregates and asphalt paving, recycling, tanning supply distribution, franchising of optical stores, financial services and property management. Houchens is listed as one of the largest 100% employee owned companies in the United States. For more information, please visit http://www.houchensindustries.com

Contact:

Jennifer Pollack

Tampico Beverages

773.296.0190

SOURCE Tampico Beverages

Tampico Beverages & Pepsi Beverages Company Launch Live Life Plus Campaign for New TAMPICO PLUS(R) Beverages