Dr Pepper: Always One Of A Kind

branding / web / social media / video / commercial / mobile
CHALLENGE

Dr Pepper wanted to re-introduce its brand to Millennials and boldly flip traditional advertising’s approach on its head from “come join us” into “we’ll join you.”

SOLUTION

To land their new message and simultaneously pay tribute to their 133-year-old brand, we decided to recall a favorite from the past: the quirky “I’m a Pepper” campaign, but re-invent it as a blank canvas allowing Millennials to proudly share their own “declarations.”

We kicked things off with a national spot, highlighting various inspiring (and comedic) declarations, and built a procedurally-generated microsite connected to Facebook and Twitter that would pull in declarations and profile pictures from any and all platforms into a giant collage, allowing Millennials to share their own “I’m a ___” statement and even grab a shirt displaying it in the classic Dr Pepper font.

RESULT

The campaign was very well-received, playing off both the nostalgia of the original “I’m a Pepper” campaign, and cracking things wide-open to give everyone a blank slate to embrace and declare whoever and whatever they wanted to be.

Watch the spot →