Title: Mop Dog
Client: Dr. Pepper
Agency: Deutsch - L.A.
This is a similar story as the ugly duckling fairy tale, but twisted for a modern day 'dogmance'. After a grueling year of low shares in the market place, the Texas based Dr. Pepper soft drink giant is battling to keep its head above water in the beverages category.
After a back woods 1976 throwback summer campaign that fell flat to audiences the brand has been seeking a new direction that strikes to the core of the brand while relating to a wider audience. Being seen traditionally as the light hearted, comical, and alternative soft drink company, Dr. Pepper is lacking that appeal in its uniqueness it has always believed itself to be. Their unique story is uncommon in soft drink brands because of its heritage and should be celebrated since it is close to its true nature. Their task, I believe, was to instill that feeling that the underdog (literally) is still the best way to find true happiness.
The Insight: Happiness is Being Unique Together
Dr. Pepper sees itself as the common good for people to come together on. The truck driver and dog both find themselves in places of discomfort and conformity in which they don't fit into the mold of what is going around them. Dr. Pepper is that a place in many of us where we feel the need to be unique, but also to have others that are unique around us as well. Coming together over something that is independent and embracing our belief that we should do is not always what will be the best choice for us for true happiness.
Reference
http://www.forbes.com/sites/greatspeculations/2014/07/22/dr-pepper-pre-earnings-snapple-to-boost-non-sparkling-volumes-mexico-sales-could-grow/
