Sony Music Latin and beverage brand, Dr. Pepper have announced a partnership with recording artist and Latin superstar Romeo Santos for the company’s 2014 “One of One” ad campaign.
Santos, also known as the “King of Bachata,” is the lone Latino in this year’s campaign, and follows Macklemore & Ryan Lewis as only the second musical act.
As one of Latin music’s biggest stars, both Sony Music Latin and Dr. Pepper knew that Santos was a perfect fit from the beginning.
“We pitched a very precise presentation of what Romeo means for the Latino audience in the U.S., and they listened,” said Sony Music U.S. Latin president, Nir Seroussi, in “Billboard” magazine.
Standing out as a bilingual, bicultural act that sings bachata, Santos’ individuality is what sealed the deal for Dr. Pepper.
“There are great artists out there but if there isn’t a story we can tell, it’s a little harder,” Olivia Vela, director of Hispanic brand marketing at Dr. Pepper Snapple Group, told “Billboard” magazine.
A celebration of unique individuals, the Santos ads will begin airing prior to the February 25 release of his upcoming album, “Formula Vol. 2.” The partnership also means Santos will be integrated into in-store materials, consumer communications and in the promotion of major Dr. Pepper-sponsored events.
“Formula Vol. 2″ is already the number one album on iTunes as a presale selection and features special guest appearances from Nicki Minaj, Drake, Marc Anthony, Carlos Santana, Tego Calderon and comedian Kevin Hart.
Earlier in February, Santos’ chart-topping hit, “Odio” featuring Drake, set the record for the highest selling week of any Spanish-language single.
Sony Music U.S. Latin (www.sonymusiclatin.com) a wholly owned subsidiary of Sony Music Entertainment, is the leading Latin music company overseeing the U.S. and Puerto Rico and home to the most prolific artists in the Latin genre.
About Sony Music Entertainment: Sony Music Entertainment is a global recorded music company with a current roster that includes a broad array of both local artists and international superstars. The company boasts a vast catalog that comprises some of the most important recordings in history. It is home to premier record labels representing music from every genre, including Arista, Nashville, Beach Street, Bystorm Entertainment, Columbia Nashville, Columbia Records, Day 1, Descendant Records, Epic Records, Essential Records, Essential Worship, Fo Yo Soul Recordings, Kemosabe Records, Legacy Recordings, MASTER WORKS, Polo Grounds, RCA Inspiration, RCA Nashville, RCA Records, Reunion Records, Sony Classical, Sony Music Latin, Star Time International, Syco Music, Vested in Culture and Volcano. Sony Music Entertainment is a wholly owned subsidiary of Sony Corporation of America.
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Glenn Selig
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SOURCE: SONY Music Latin
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