Mar
13
Why Dr Pepper Is Ditching ' One of a Kind'
Posted in: Uncategorized
Dr Pepper is no longer One of a Kind. Or at least it won’t be marketed that way anymore.
In a strategic shift, the brand is ending its “Always One of a Kind” campaign in favor of a new effort called “The One You Crave.” Ads by Deutsch L.A. show a new character called “Crave Rider” who shows up on a jet ski riding a wave of the soda.
Dr Pepper debuted “Always One of a Kind” in 2012 with a spot showing hundreds of Pepper fans taking to the streets touting their originality by wearing T-shirts describing what makes them unique. While the tagline only lasted five years, Dr Pepper has a long history of playing up its uniqueness in marketing, including a slogan used in the 1970s that declared it as “the most original soft drink ever.”
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