Dr. Pepper

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.

Dr. Pepper

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.



See more posts in the following related categories: Dr. Pepper brand Dr. Pepper market share Dr. Pepper new ad soda marketing


Submit a Comment

Your email address will not be published. Required fields are marked *

Walmart grocery delivery to overtake Amazon?

  Walmart grocery delivery   Tom Dougherty, CEO - Stealing Share 19 February 2019 Walmart grocery delivery to overtake Amazon? I hate grocery shopping. Let me say that up front. Every Saturday or Sunday, we trek to the nearest Harris Teeter and pile our cart...

Measuring TV advertising effectiveness

  TV Advertising Effectiveness   Tom Dougherty, CEO - Stealing Share 18 February 2019 Measuring TV advertising effectiveness I found a new study utterly hilarious as it says as much about the state of TV advertising effectiveness as it does about attention...

How feasible is the Toys R Us return?

  Toys R Us return   Tom Dougherty, CEO - Stealing Share 13 February 2019 How feasible is the Toys R Us return? It appears the rumors of Toys R Us demise are greatly exaggerated. Tru Kids Brands announces that it has begun the Toys R Us return by reopening...

Share This