Dr Pepper celebrates being "one of a kind"

This event report focuses on the "One of a kind" campaign from Dr Pepper. In a category dominated by the Coca-Cola Company and PepsiCo, the brand is used to being the odd one out, a position it decided to celebrate through messaging that celebrated blazing new trails.

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...

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