Dr Pepper "/1" Campaign Spotlights Real People with Real One-of-a-Kind Stories

Fri Dec 28, 2012 1:00pm EST

* Reuters is not responsible for the content in this press release.

http://pdf.reuters.com/htmlnews/8knews.asp?i=43059c3bf0e37541&u=urn:newsml:reuters.com:20121228:nBw285357a

PLANO, Texas--(Business Wire)--
From its iconic "I`m a Pepper" jingle to the recent "One of a Kind" declarations
from fans, Dr Pepper`s advertising has always celebrated originality and
individuality. Today, the company announces the launch of its latest advertising
campaign, entitled "/1," or "one of one." Featuring real people and real
one-of-a-kind stories, the "/1" commercials aim to dig deeper into the roots of
what makes Dr Pepper fans truly unique-not just one in a billion, but one of
one.

Each spot in the "/1" campaign will follow an inspiring individual to reveal,
through a series of descending statistics, why he or she is truly one of a kind
- including:

* Justin "Nordic Thunder" Howard-2011 U.S. Air Guitar champion and YouTube
sensation known for his dynamic personality and performance style. 
* Mikaela Mayer-professional model turned Olympic female boxing hopeful. 
* Misty Copeland- Boys & Girls Club alumna and soloist for the prestigious
American Ballet Theatre. 
* Jen Mayfield-suburban mom of five by day, roller derby queen by night. 
* Armando Cristian Perez-an American rapper, songwriter, actor, and record
producer, known better by his stage name, Pitbull.

"Now, in an age of YouTube stars, Tumblr and Twitter, people more than ever are
putting their individuality out into the world," said Leslie Vesper, director of
marketing for Dr Pepper. "That`s why the `/1` campaign features real people with
real stories that make them like no one else-in hopes to inspire more people to
live their one-of-a-kind lives, a sentiment that Dr Pepper has shared since its
beginning." 

The first two "/1" spots will debut on Jan. 1 and feature the inspiring personal
stories of Mikaela Mayer, professional model turned U.S. Olympic female boxing
hopeful, and Jen Mayfield, suburban mom of five by day, roller derby queen by
night. Dr Pepper will release a high-energy, 60-second montage ad that
celebrates the "one of a kindness" in all of us to run during the Discover BCS
National Championship Game on Jan. 7, nationally televised on ESPN. 

Created by Deutsch LA, the campaign will be supported by an integrated marketing
campaign that includes national television and online media. 

About Dr Pepper

Dr Pepper, a brand of Dr Pepper Snapple Group (NYSE: DPS), is the oldest major
soft drink in the United States. Since 1885, the 23 flavors of Dr Pepper have
earned legions of fans that enjoy its unique, refreshing taste. The brand is
available in Regular, Low Calorie, Diet, Caffeine Free and Cherry varieties. DPS
is a leading producer of flavored beverages, marketing Dr Pepper and 50-plus
other beverage brands across North America and the Caribbean. For more
information, visit DrPepper.com or DrPepperSnapple.com. For the brand's latest
news and updates, follow Dr Pepper at Facebook.com/DrPepper or
Twitter.com/DrPepper.

Ketchum for Dr Pepper
Lauren Samaha, 646-935-4358
Lauren.Samaha@Ketchum.com



Copyright Business Wire 2012
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