Always One of a Kind Kourtney Brown
Campaign & Advertising
The Dr Pepper website is clearly a promotional page about the product, but it has more marketing techniques than noted at first glance. The webpage has pages for the products, entertainment, and even a store. The products section features the numerous flavors of Dr Pepper in a controllable animation, while the entertainment section features games and commercials much like the one shown above. The store page is a new aspect to the website that is coming soon and includes ways for Dr Pepper fanatics to purchase apparel, electronics, drink-ware, and accessories--all which promote the product. Overall, the Dr Pepper website is a catching people's attention with all of its flashy and interactive aspects. The product is likely to continue to be popular because of its success in advertising.
Dr Pepper has gone through an evolution of marketing icons and slogans to attract consumers' attention throughout the decades. The first slogan Dr Pepper identified itself with was "King of Beverages", and in the 1930's the company's trademark icon was "Old Doc". "Old Doc" was a country man who was adorn with a top-hat and spectacles.
Later, the product's slogan became "Drink a bite to eat at 10, 2, and 4" because research indicated that those times are when most people experience an energy drain during their day. A couple decades later, the products advertising was transformed once again when it became associated with Dick Clark's American Bandstand TV show and rock and roll during the 60's. Today, the company's slogan is "There's just more to it," which represents the company's creation of 23 different flavors. Although Dr Pepper's icons and slogans have differentiated throughout the years, it is clear that the company has had great advertising success because it is the oldest soft drink still on the market, and will likely continue to own that title for decades to come.
Dr Pepper Homepage
Not For Women Controversy
Evolution Ad Controversy
Dr Pepper Museum