Dr Pepper celebrates being "one of a kind"
Stephen WhitesideWarc
In a category dominated by the marketing muscle of the Coca-Cola Co. and PepsiCo, occupying the odd-one-out role is nothing new for Dr Pepper.
Rather than viewing this status as a weakness, the soft drink's latest campaign celebrates what it means to be "One of a kind". "The brand is about being a maverick; it's about being one of a kind; it's about blazing new trails," Shaun Nichols, Dr Pepper Snapple Group's vp/integrated content marketing, told delegates at the Advertising Age Digital Conference 2014.
This "brand belief...