Knowing that multicultural consumers trust brands that are associated with pop culture and Latin musicians, we developed Vida, a 360-degree platform that made Dr. Pepper the center of the party. One of the most recognizable facets of the program was Club, a mobile nightclub on wheels that brought the city’s hottest dance floor straight to our consumers. We also created a fleet of “Vida Vans,” which sampled Dr. Pepper at popular venues while displaying branding that highlighted our relationship with global superstar Pitbull.