Beverage Industry

Dr Pepper celebrates originality in new campaign

January 10, 2012

Dr Pepper Snapple Group (DPS), Plano, Texas, debuted its new “Always One of a Kind” advertising campaign for Dr Pepper that continues the brand’s 125-year celebration of originality. The new commercial celebrates people who confidently and proudly reveal interesting traits that make them one of a kind by wearing maroon T-shirts with personal declarations.

Nearly a thousand Dr Pepper fans take to the streets in the new ad showing off their personalized T-shirts. Slogans include “I’m a One and Only” on identical twin girls, “I’m a Momma’s Boy” on a burly construction worker, and “I’m a Pepper” reminiscent of the 1970’s Dr Pepper commercials.

The commercial features a cover of Sammy Davis Jr.’s “I’ve Gotta Be Me” performed by Ryan Tedder of the rock band OneRepublic, which is available for download on iTunes.

“Dr Pepper has been one of a kind for more than 125 years, and now it’s time to celebrate,” said Dave Fleming, director of marketing for Dr Pepper, in a statement. “The Dr Pepper ‘Always One of a Kind’ advertising campaign should serve as a catalyst for expressing originality and being authentically you.”

Dr Pepper is offering its fans the opportunity to express their originality by ordering their own “Always One of a Kind” T-shirts on www.drpepper.com. Throughout the year, the brand will continue engaging fans to join in the celebration through a variety of digital content on social media channels, including Facebook, YouTube and Twitter. Future iterations of the campaign will feature cameo appearances by celebrities who will share and wear their own “Always One of a Kind” statements, the company said.