Earlier this January, Dr. Pepper released its new campaign,
“One of a Kind.” The basic idea of this is promoting Dr. Pepper’s existence in
the public eye for more than 125 years. Dr. Pepper is using its history to
promote themselves but they are also modernizing the campaign.
They are using the theory of everyone is one of a kind. The
commercials involve all young adults with red t-shirts that reveal something
unique and extraordinary about them---which make them one of a kind, just like
Dr. Pepper.
T-shirts consist of sayings like, “I’m a fighter,” “I’m a
cougar” and “I’m a control freak.” Dr. Pepper is also using social media to
attract to the generation by using Facebook and giving an option to their
audience with buying their own red t-shirt to make them unique.
This is great! I think this whole campaign is going to be very effective. Everyone is aware of the Dr. Pepper drink and how long it has been around. It did need a new revamping campaign to bring this great drink and history back into the public eye. This whole campaign is more than an advertisement to sell more drinks. It is re branding the drink and creating a new identity to this generation of people. We are all one of a kind and becasue there is nothing that really compares to the secret formula of Dr. Pepper, it makes sense that they go after being unique and one of a kind as their motto.
ReplyDeleteI really enjoy this campaign. It's one of those "feel good" commercials and really shares the message of Dr. Pepper. I also think the idea of creating your own shirt is great, I don't remember any other company offering the same service to consumers.
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