Tom Dougherty, CEO – Stealing Share
2 April 2012
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.
The 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.
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