• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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An ad that gets it right: Dr. Pepper’s “Always One of a Kind”

I’ve got to give credit where credit is due. Although readers of this blog know all too well that I believe most marketing and advertising is dreadful, occasionally a brand gets it right. For me, that one right now is Dr. Pepper.

In general, there are a few rules a marketing campaign should follow. It must be different and better than the competition. It should reflect the aspirational self-identity of the target audience. And audiences must recognize the brand from the get-go.

All those rules are met in Dr. Pepper’s spot, “Always One of a Kind.” Right from the beginning, you know it’s Dr. Pepper as people roam the city drinking it and wearing Dr. Pepper red t-shirts that explain what their self-identity is.

Dr. Pepper Screen CapThe point of the spot is that those who drink Dr. Pepper are each one of a kind, and the sharpness of the spot is that it also builds on Dr. Pepper’s longstanding position of being a Pepper. (In fact, the last t-shirt we see says, “I’m a Pepper.”) The spot uses Dr. Pepper’s brand equity more than just visually. It uses it thematically.

It’s smart, fun and memorable. Many of the shirts have a quick-witted, subtle joke attached to them like the woman wearing a white t-shirt with Dr. Pepper red trim (the opposite of everyone else) saying, “I’m a rebel.”

I’ll be back demonstrating why most marketing is flat-out terrible in no time, but for now, Dr. Pepper stands out as one of a kind. You can view the ad here.

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