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[13 comments]

Dr Pepper Welcomed to the Jungle

October 24, 2008

By George Anderson

The subhead in an article on AdAge.com asks whether Dr Pepper's promise to provide every American with a free Dr Pepper upon the release of Guns N' Roses' new album, Chinese Democracy, is "a publicity coup or massively expensive PR stunt?"

The album, for those who do not follow the drama around Axl Rose and the various members of the G N' R gang, has been in the making for 17 years with very many of those years having come with a promise of the disc's impending release. Over time, however, the record and the band (primarily Mr. Rose) became something of a joke. It certainly seemed in the spirit of a joke when Dr Pepper made its pledge of a can of soda for every American. After all, who would have really believed that the album would ever be finished and released?

Now with Chinese Democracy slated to ship in November, it appears as though the joke may be over (we'll need to listen to the CD first and of course keep a close eye on Mr. Rose to be sure of that), but that still leaves Dr Pepper with having to make good on its promise.

"We never thought this day would come," Tony Jacobs, vice president of marketing at Dr Pepper, said in a press statement. "But now that it's here all we can say is: The Dr Pepper's on us."

The brand plans to give out the free sodas through an online couponing program. Consumers will need to register at the brand's website for a coupon. The coupons, one per person, will only be available for 24 hours beginning on Nov. 23.

Patrick West, vice president of experiential marketing at Zoom Media & Marketing, told Ad Age, "I expect they will get a healthy return, in terms of total numbers redeemed. This stunt has a lot of legs behind it. But it's really risky, if only because of the cost of your goods. Obviously that's a bet Dr Pepper is willing to make."

Wes Brown, a partner at Iceology, said, "Dr Pepper could ultimately build some loyalty and some brand consideration out of this. Because consumers will look at this as a brand that went out on a ledge and is sticking to their guns no matter what it ends up costing them [dollar wise]."

Discussion Question: What do you think of Dr Pepper's free soda pledge connected to the release of Guns N' Roses' long-awaiting Chinese Democracy album?

FINANCIALS:     [NYSE:DPS]

Discussion Questions



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Comments:

Whether it is a publicity stunt or a PR stunt, hats off to Dr Pepper. They have already reaped more good press than the cost of the promotion and will continue to do so as the album is released. In addition, they have broken through the normal advertising clutter, while appealing to their target demographic group. What more could marketing ask of any campaign?

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Max Goldberg, Founding Partner, The Radical Clarity Group

The cleverness, originality, and endearing goofiness of this promotion just has to make one smile. This is what good marketing is all about, isn't it? Getting people to talk about you, connect with you, wait for the moment to participate with you--does it get any more textbook than this?

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David Zahn, Owner, ZAHN Consulting, LLC

I have to declare my love for Dr Pepper. It the best soft drink on the market right now. I also have to declare my love for Guns N' Roses. Back in my mullet days, I wore out my copy of Appetite for Destruction. The mullet is gone, so back to the discussion.

Obviously this is going to give DP some great exposure. This album is a long time coming has a lot of hype built up around it. The data mining possibilities are endless. Making people register for the coupon is a great idea and I like the fact that it is only available for 24 hours. Harvesting all those emails will be a indispensable marketing tool for DP in the future and will definitely increase brand awareness.

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Doron Levy, President, TheMortgageMachine.ca

Guns N' who????

If you're going to spend that much (maybe), why not get a little more relevant? In which case, the most important word in marketing, free, would actually mean something.

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Lee Peterson, EVP Creative Services, WD Partners

My first thought is why would anyone want to associate or identify with Guns N' Roses? If this turns out to be a successful campaign for Dr Pepper, I would be among the first to congratulate them. Is that their core consumer or are they trying to be ubiquitous like Coke?

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Art Williams, Retail Marketing Consultant/Analyst, Independent

I think "Any Press is Good Press" is the best answer here. Even our comments are "good press" for Dr Pepper.

The 24hr and online-only details are a great way to draw a fast hit for their brand.

I applaud Dr Pepper for living up to their commitment.

Dan Desmarais, President, Cantactix Solutions Inc.

I can only agree with the previous comments. This is a coup. It has already paid for itself in publicity and stands to open a whole new group of consumes who thoughtlessly order "I'll have a Coke" when the opportunity arises.

Even without the value of the publicity, this promotion will pay very nicely. Dr Pepper's market share is tiny relative to Coke and Pepsi. Therefore, most of the coupons will be redeemed by other than loyal customers. Even a turn to semi-loyal will make a nice addition to the bottom line. If Dr Pepper were to get just 20% of these folks to purchase an additional six-pack, or 10% to become regular users, this will be a huge success.

Bravo!

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Gene Detroyer, Entrepreneur, Advisor, Consultant, Professor, Independent

Aging 80s rock band and Dr Pepper? I hope it works for them.

Steve Bramhall, Managing Director, SB Purchasing

I can't wait to get my Dr Pepper....

Oh, Sweet Drink of Mine! It sounds like for the redemption all I need is just a little Patience. But once I get that beverage, I'll be in Paradise City!

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Jonathan Marek, Senior Vice President, Applied Predictive Technologies

10-2-4 It's Dr Pepper Time!

'DrCellmor'

Seventeen years since their last album. Slash is appearing in commercials. Various cuts from the album have been available via bootleg online sources for which at least one person is being prosecuted. Dr Pepper seems to pick memorable associates.

But for DP this isn't about brand loyalty as some have written. It's about brand trial and adoption, and I can't conceive of a better way to get this product into the mouths of prospective customers in the demographic they've targeted.

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M. Jericho Banks PhD, President, CEO, Forensic Marketing LLC

I don't really see the connection, unless the head of Dr Pepper is a huge Guns N' Roses fan. I am not sure whether this will sell more soda or more music, so I guess time will tell.

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Jerry Gelsomino, Principal, FutureBest

I believe that Dr Pepper's market share is around 6%, so anything that stimulates more consumer trials is critical to their growth. Perhaps the limits (24 hours, online only, tie-in to Guns N' Roses' Chinese Democracy) of the promotion should be relaxed in future promotions. Product sampling is one of the most effective ways to market any food item.

Mark Lilien, Consultant, Retail Technology Group

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