Hoping for healthier brand affinity for Dr Pepper in Quebec, Canada Dry Mott’s has just launched its first campaign targeted at the francophone market.
The campaign, created by DentsuBos, includes a TV spot where two guys are moving a pinball machine down a staircase, when one of them is bothered by a sudden pain.
A ”doctor” arrives and offers a sip of Dr Pepper, which he enjoys for a few seconds before being struck by pain again. A voiceover with a thick Québécois accent then says: ”Dr Pepper, c’est juste de la liqueur” (Dr Pepper, it’s only a soft drink), making fun of the brand’s medical connotation.
“The Quebec market presented a great opportunity for us, as the brand presence was very low and our brand wasn’t top of mind. It’s almost like a relaunch,” said Bernard Yeung, brand manager at Canada Dry Mott’s.
“We do know that Quebec, like Dr Pepper, is one of a kind, that’s why we wanted to have an original approach there, and work with an agency who understands the market to make sure we would have an immediate impact.”
Print executions also play off of the ”medicine” side of the brand with lines like ”Cure the thirst” and ”One doctor per family”.
“We try to connect with a target – the 18 to 24 year old – who is exposed to many brands. One thing that works well with them is humour, so we decided to build a platform that allows a strong foundation, and can last for a few years,” says Sébastien Moïse, account director at the agency.
According to Yeung, the approach is to have some fun with the trademark and play on the fact that it has ”no special promises, as opposed to other claims: it’s just a great soft drink”.
DentsuBos is planning some sampling events in the summer to reinforce the brand, during Just for Laughs festival and Montreal’s Grand Prix, among others.
For English Canada, where the brand is more established, says Yeung, Dr Pepper will continue to work with Deutsch LA, which adapts its campaign for the market.
