I was watching tonight’s episode of House and saw this commercial.
UPDATE: To explain the true greatness of this ad, I had been fast-forwarding through the commercials and actually went back to watch this commercial after it caught my eye. I then hopped right on my computer to find the video for the purpose of this post. The integrated marketing campaign was enough to distract me from the TV to learn more about Diet Dr. Pepper’s branding campaign. House stayed on in the background and I know what happened and all, but the ad was obviously pretty powerful.
Based on my immediate follow up research, I found that this is a fairly integrated marketing communications program that is based around weExist: The Social Network for the Unbelievable. The network is Diet Dr. Pepper Guy’s profile page and features a list of “Pals”, a message board, personal information, photos, video clips and an additional weExist microsite.
Basically, it takes the idea of things that exist taking part in an “I Exist” support group, including the Easter bunny, Santa Claus, and the Diet Dr. Pepper Guy. Santa asks, “So you want people to believe there is a satisfying diet drink?” This ad draws everyone’s attention through its stop motion style of the old Rudolph/Island of the Misfit Toys holiday movies and maintains Diet Dr. Pepper’s brand message of being an “unbelievably satisfying” diet soda.
Editor’s Note: There will be no taste test as I have been laying off soda for the last few weeks. I also tend to stay away from diet soda’s, but I do love Dr. Pepper. I got my fill while working out in Telluride, CO. The great folks at Tracks definitely went through a lot during the 2005-06 ski season.
1 Comment
October 1, 2009 at 11:51 am
I also love this ad. It’s catchy and fun, and the “I Exist” component is creative. It appeals to everyone’s childhood memories. Well done all around.
This of course lies in contrast to Microsoft’s dud: