Dr. Pepper is targeting Hispanic Millennials with a new Telemundo campaign involving popular celebrities. Designed to build brand awareness among this demographic, it asks consumers to “Try Something New.”

The initiative was created by Telemundo along with Dr. Pepper’s agencies, Identity and Initiative LA. The TV portion of the Atrévete A (“Dare To”) campaign involves branded spots during the show Suelta La Sopa (rough translation, “Spill the Beans”), a popular celebrity chat show, said Media Post’s Media Daily News.

Celebrity guests will join hosts Jorge Bernal and Erika de La Vega as they try unusual or challenging feats they have always wanted to perform, usually with a physical component. Bernal starts by riding a mechanical bull, said Media Post.

The campaign will also be promoted with “Daring Moments of the Week.” There will be editorial segments on the show, along with custom videos shown during commercial time and cross-promotional segments on Telemundo series like Un Nuevo Día, Titulares y Más and Ritmo Deportivo, said Media Post. Promotions will be broadcast on NBC Universo as well.

Via an online component, viewers can also take part in a photo contest, which starts this week. They need to photograph themselves with a Dr. Pepper logo and write a caption outlining something they have always wanted to try. The winner will go to Miami to perform the dare on the set of Suelta La Sopa, said Media Post. Digital content will also be featured on the show’s Facebook page and Telemundo.com.