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ADVERTISING CAMPAIGNS

Dr Pepper asks 'What's The Worst That Could Happen?'

Agency: Mother

Client: Dr Pepper

Dr Pepper has launched this new advert, the fourth in the ‘What’s the Worst that could Happen’ creative campaign, following the brand's double-digit volume growth results in 2008.
 
Coca-Cola GB’s investment behind the ‘Dr Pepper’ brand drove double-digit volume growth, making it the fastest growing brand within the flavoured sparkling portfolio at Coca-Cola Great Britain.
 
The ad, created by Mother, will be the first new ad from ‘Dr Pepper’ since early 2003 and will be on air from 3 April.
 
The new ad creative uses classic ‘Dr Pepper’ humour as it taps into the potent insights of teen embarrassment and angst, speaking directly to the brands late-teen target audience.
 
The latest incarnation of ‘What’s the Worst that Could Happen’ is set in an American College. Viewers see a student visiting the nurse for an innocent injury, the public announcement system is accidentally left on and the whole college overhears the ensuing, comedy-packed, conversation.
 
The new ad campaign is on air in April for an initial six-week period and will coincide with a limited edition bespoke pack design from Epoch. The campaign will also be supported by a peer-to-peer sampling campaign, which will see 16-20 yr old brand fans distributing 150ml cans, giving everyone an opportunity to try the unique taste that is ‘Dr Pepper’.
 
Cathryn Sleight, Marketing Director for Coca-Cola Great Britain, says: “The fantastic growth we have seen in the ‘Dr Pepper’ brand in 2008 has paved the way for increased investment and focus in the brand in 2009 and beyond. ‘Dr Pepper’ has always been a firm favourite with the teen market and the growth of the brand in 2008 proves its popularity with a new generation of drinkers.”
 
The development and delivery of the ‘Dr Pepper’ UK communications plan has been managed by the CCGB team of Marketing Manager Flavoured Sparkling Beverages, Zoë Howorth and Senior Brand Manager, Carly O‘Connor.
 

AJR
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