Dr Pepper returns to TV

by Alison Donnelly, Marketing 13-Mar-08, 12:20

LONDON - Dr Pepper will be back on TV screens for the first time in four years as new marketing plans are in place to attract more drinkers.

The Coca-Cola owned brand is sticking with its well-known 'What's the Worst that Could Happen' campaign and this summer a new Dr Pepper pack design will incorporate the tagline.

The award-winning 'Over Friendly Father' prom-night creative developed by the Mother agency, will be screened on both TV and cinema from April 1.

An extensive sampling campaign will also be rolled out and this is set to deliver a million bespoke 150ml cans into the hands of target consumers by the end of 2008. These will be distributed through key teen channels such as leisure and cinema outlets.

Cathryn Sleight, marketing director for Coca-Cola Great Britain said:

‘Dr Pepper continues to inspire real love amongst its current loyal drinkers, but we want the next generation of brand fans to know and love Dr Pepper just as much. The marketing program in 2008 gives teens the opportunity to experience the brands personality for