Dr. Pepper Marketing Misfires Again JT May 30, 2013 Advertising, Marketing, Soft Drinks 2 Comments If you’ve watched any TV recently, I’m sure you’ve seen the Dr. Pepper ads like the one below. These spots promote Dr. Pepper TEN and feature a burly, Paul Bunyan-esque figure combined with Beastmaster. If you’re paying attention, this is not the first campaign the soda company has run for this low-calorie beverage targeted to men. In October of 2011, I wrote about the dubious use of the tagline “It’s Not for Women,” as well as the testosterone-fueled messaging that produced commercials featuring commandos in mock movies talking up the diet soda. I was certain that the tone of messaging and lack of originality would spell certain doom. Yet, even after that stink bomb, it seems the marketing team talked its way into a Round Two to further bury the soda. Unfortunately for all of us, the second concept suffers the same fate as the first – lack of any innovation. Both ideas are a clear reaction to the successful Old Spice campaign (rip-off is such an ugly word). Here, the lumberjack version tries to further tap into the off-kilter, yet compelling approach of Old Spice, but still falls flat (see bear suit). Consumers have seen this tactic before, so any second-rate attempt to seem edgy while pushing a product is going to leave a bitter taste in people’s mouths (think aspartame). Product-focused companies, like movie studios, want to run with the lowest-risk ideas as possible, usually falling back on what has been done before (hello, comic book hero du jour). It is that same fear of failure that dooms many campaigns because they don’t take any chances. Blazing a trail isn’t cheap, but neither is coming up with lame campaign after lame campaign. Dr. Pepper has produced iconic ads before, so I’m hopeful for Round Three. How about a new direction, folks? Maybe some original thinking? And yes, Zesty Italian dressing, with your shirtless @TheZestyGuy – I’m talking to you too. The following two tabs change content below.BioLatest Posts JT Latest posts by JT (see all) Starbucks Enters New Beverage Territory - August 1, 2013 Dole’s Banana Dippers Look Promising - July 7, 2013 Time For Summer Food - June 20, 2013 2 Responses Sam May 31st, 2013 Have you seen this Dairy Queen commercial? http://www.youtube.com/watch?v=hRF3o2YwJQs Same thing Reply JT May 31st, 2013 No, I had not seen that, but you are exactly right. Terrible. Reply Leave a Reply Cancel Reply Your email address will not be published. Name* Email* Website Comment Current ye@r * Leave this field empty Notify me of follow-up comments by email. Notify me of new posts by email.