January 7, 2013 Leave a comment
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?