If you're unique, Dr Pepper is the mass-produced beverage for you.
So says the brand in a new campaign from Deutsch/LA titled "Always One of a Kind." The centerpiece spot starts off somber, opening on a regular guy in a regular suit stepping off a train into a crowd of commuters. But wait! He's drinking a Dr Pepper. He's no faceless corporate cog. Cracking a smile, he doffs his drab-gray jacket and blue oxford, Clark Kent style, to reveal a T-shirt with "I'm a One of a Kind" printed across its front in the brand's trademark white-on-maroon colors. Our hero struts off, a new bounce in his step, as a processional of other bold personalities takes shape behind him, each sporting a T-shirt that declares a salient fact about its wearer.
Other articles and reaction from the industry and fans.
Twitter reaction with the #ImA hashtag
Via AgencySpy - Dr. Pepper Celebrates Individuality with T-Shirt Uniform
From Deutsch LA comes the above TV spot for Dr. Pepper, set to debut during the BCS National Championship game tonight. As college football fans know, it’s a funny coincidence that tonight’s game will be anything but “one of a kind,” as the two teams playing already met once before in the regular season (with LSU beating Alabama 9-6 in overtime).
Via The New York Times - Diet Pepsi and Dr Pepper Roll Out Aggressive New Campaigns
The soft-drink category is one of the most competitive in marketing, and the major players in the industry are wasting no time in wooing consumers in the new year.
The Dr Pepper Snapple Group is bringing out a new campaign for its flagship soft drink, Dr Pepper, that is evocative of the bouncy “Be a Pepper” ads of the 1970s.
Via RBR - Dr Pepper launches "Always One of a Kind" campaign
Dr Pepper is giving a nod to its 125-year heritage with the debut of its “Always One of a Kind” effort. The new TV commercial, via Deutsch LA, debuted on 1/9 on ESPN during the BCS National Championship Game and continues in March on ABC, CW, FOX, NBC and cable channels.
The spot features people who are confidently and proudly revealing interesting traits that make them one of a kind. The commercial also features a cover of Sammy Davis Jr.’s “I’ve Gotta Be Me”.
The spot features people who are confidently and proudly revealing interesting traits that make them one of a kind. The commercial also features a cover of Sammy Davis Jr.’s “I’ve Gotta Be Me”.
Watch full spot below!
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