Diet Dr Pepper Launches Sweet, Indulgent Advertising Campaign
The Taste of Diet Dr Pepper Confirms "There's Nothing Diet About It"
Plano, TX - There's nothing more indulgent than candy, cake, sweets and… Diet Dr Pepper. That's the concept of new ads from one of America's best-tasting diet drinks, Diet Dr Pepper. The ads use humor to communicate the brand's unique place as a diet soda with a taste rich and decadent enough to satisfy any sweet tooth.
"Great taste doesn't have to mean high-calorie," said Andrew Springate, vice president, Dr Pepper marketing. "Through our new advertising campaign, we want to show people that Diet Dr Pepper is a delicious indulgence that they won't feel guilty about."
The campaign was created by Y&R San Francisco, and showcases a new tagline for the Diet Dr Pepper brand: "There's Nothing Diet About It." The ads are a major departure from conventional diet soft drink ads, illustrating the rich, decadent flavor of Diet Dr Pepper by equating it with traditional indulgences such as candy, cake and sweets.
The commercials, titled "Gumball" and "Housekeeper," feature the hit song, "Help Yourself," sung by, recently knighted, Sir Tom Jones. Meanwhile, a series of humorous vignettes flash on screen where various traditional indulgences are unexpectedly replaced with Diet Dr Pepper. For example, in "Gumball," a woman waits patiently as a Diet Dr Pepper can spirals down the slide of a gumball machine; a baker pulls out a tray of Diet Dr Pepper cans, fresh from the oven; an elderly lady stands at her doorway on Halloween holding a pumpkin shaped container filled with Diet Dr Pepper cans as children's hands grab at them. The third execution called "Ice Cream," featuring Cherry Vanilla Diet Dr Pepper, will air in March.
"Most people naturally don't think of a diet soda as an indulgence," said Melissa Lander, account director at Y&R. "People are surprised by the sweet and satisfying flavor of Diet Dr Pepper, and with the funny situations presented in our commercial, we are eliciting the same reaction in viewers."
The campaign will run beginning January 9, 2006 and will include network and cable TV, radio, print, OOH and online.
SOURCE: Cadbury Schweppes Americas Beverages (CSAB)