Dr Pepper’s “/1” campaign celebrates individualism
PLANO, Texas — Dr Pepper has launched its latest advertising campaign featuring real people and their “one-of-a-kind” stories.
Being called “/1” or “one of one,” the commercials aim to show what makes Dr Pepper fans unique, moving away from viewing a fan as one of a billion and showcasing a fan as one of one instead. The idea of celebrating individuality is not a new one for the oldest soft drink manufacturer still in production in the United States. Its iconic “I’m a Pepper” jingle paved the way for its more recent “One of a Kind” campaign, both of which laud originality and individuality.
Each spot in the “/1” campaign will follow an individual and reveal, through a series of descending statistics, why he or she is truly one of a kind. Some of the individuals will include Justin “Nordic Thunder” Howard, the 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; and 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 January 1 and feature Mikaela Mayer and Jen Mayfield. Dr Pepper will release a 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 January 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.