via bevwire.com
Starting today, Dr Pepper will be
launching an extension to their previous T-shirt “I’m a Pepper”
campaign. The new campaign titled “/1″ highlights the character’s
uniqueness and that they are indeed one of a kind – 1/1
– truly unrivaled in what they do. Dr Pepper’s advertising agency
conducted research to ensure that those numbers represented in the video
are statistically accurate, and that these people are peerless in what
they do (how many models-turned-boxers do you really know out there?).
Dr Pepper says that the characters featured are real-life people and
while they may not be world famous, these individuals are renowned
within their respective fields (boxing, roller derby, and air guitar).
It’s worthy to note that this campaign
extends to focus on Diet Dr Pepper as well. Traditionally their
commercials and features have been separate, but they have chosen to
include Diet Dr Pepper as well in this campaign. Dr Pepper TEN likely
was left off because the messaging of “Not For Women” is on solid
footing right now. As seen from the commercial below, Dr Pepper wants
to highlight your individuality in choosing not just Dr Pepper, but also
Diet Dr Pepper
So would you rate these commercials as
successful? Do they get your attention? Does it make you pick up a Dr
Pepper when you are at the supermarket or convenience store, especially
when Coke or Pepsi also also available for your purchase?
I think it does…with some caveats. While
the messaging is solid and connects with the viewer, it still has a
strong chance to get lost among all the other commercials that are
playing. Not to mention that Coca-Cola and Pepsi have more money to
spend on advertising; the chances of you being bombarded with soda
commercials are quite high and remembering Dr Pepper over a longer time
period are quite low.
Dr Pepper’s series of commercial stands
apart from how other soda companies have advertised their trademark
beverages. Coca-Cola talks about happiness when you drink their
carbonated soft drinks (Open Happiness) and Pepsi advertises on living
in the moment (Live For Now). Dr Pepper turns the focus to you, on how
you are special and different from everyone else out there. In today’s
society, everyone wants to be known for being themselves, so Dr Pepper
has tapped into how individuals want to think which makes it
easier for them to identify themselves with Dr Pepper. In my opinion,
this is a stronger message than being happy or living in the moment.
Still, it is a matter of whether this
will translate to any form of wins for Dr Pepper. Are consumers more
likely to buy more Dr Pepper because of this commercial? Will these
purchases come at the expense of Coke, Pepsi, or some other non-Dr
Pepper-owned beverage brand? Keep in mind that Dr Pepper also has to
compete with other beverage products, like Red Bull, Gatorade, Nestle
Water and the like. At the supermarket or convenience store’s point of
purchase, some of these products will undoubtedly be on sale and make
that decision to choose Dr Pepper even harder. It may come down to
whether you are willing to pay more to be unique.
So the next time you are purchasing a
soft drink – any drink actually – will you choose Dr Pepper because it
reminds you of your individuality?
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