Dr Pepper Canada has taken its new “Always one of a kind” tagline to market in a television spot that launched this week.
The commercial features dozens of people in maroon T-shirts decked out with declarations such as, “I’m a fighter” and “I’m a rebel.” It concludes with a woman whose T-shirt reads “I’m a Pepper” and a super of the tagline over an image of cans of Dr Pepper, Diet Dr Pepper and Dr Pepper Cherry.
The Canada Dry Mott’s soda brand launched the spot, which is scored to a cover of Sammy Davis Jr.’s “I’ve Gotta Be Me” by OneRepublic lead singer Ryan Tedder.
The spot was created by Los Angeles agency Deutsch LA, which also adapted it for the Canadian market by placing a character in a goalie mask with a T-shirt reading, “I’m a goalie.”
“When this ad was conceived, it was all about individuals being unique and confident and proud of who they are,” said Alison Bing, corporate affairs manager for Canada Dry Mott’s. “To us, it worked really well with the Dr Pepper brand.”
In addition to the television spot, Dr Pepper Canada also marked Leap Year yesterday by giving away 2,323 bottles of Dr Pepper via the brand’s Facebook page. The product was given away on a first-come, first-serve basis to visitors, who were required to “like” the page to receive a virtual coupon for a bottle.
Bing said the number of bottles given away is a reference to the 23 distinct flavours that comprise Dr Pepper. The giveaway was a Canada-only initiative.
