When I first saw this ad for Diet Dr. Pepper, I thought they’d come up with a new flavor, something that tastes like candy or sprinkles. Then I looked at the copy and there wasn’t really anything explaining this image except “NOTHING DIET ABOUT IT.”
Then I started thinking about the sexual connotations of the ad. Then I decided they’re saying that Dr. Pepper is like eating an ice cream cone. Then I decided that I don’t really know what the heck they’re trying to do.
Oh wait there’s a coupon. Look closely—it’s for a free 2-liter bottle of Diet Dr. Pepper. But it looks like they don’t really want to give away any free soda, see how small the word free is compared to READ OUR LIPS.
Here’s a press release that I found on the web that has no year attached to it but might shed some light on this puzzling ad: http://tinyurl.com/bylqhc.
Then there’s this excerpt from Wikipedia:
In a unique marketing strategy, Dr Pepper entered a dare of sorts between themselves and Guns N’ Roses front man Axl Rose. They stated that if Axl Rose managed to release his new album, Chinese Democracy, in 2008, they would give everyone in America a free Dr Pepper. Chinese Democracy, which was in the works for fourteen years, was released on November 23, 2008.
Dr. Pepper put up a coupon for a free can on its website, however, the website to download the coupon was inaccessible throughout most of the day. In response to the difficulties, the option to phone in a request was made. After dialing 1-888-DRPEPPER the caller was greeted with an acknowledgment of the technical problems with the website and the caller was then allowed to enter their name, address, and email address to receive their free Dr Pepper. Due to the website issues, the offer was extended until 6 p.m. on November 24, 2008, yet several people still experienced problems registering.
Axl Rose is now suing the soft drinks manufacturer for a public apology, and undisclosed damages, alleging that it failed to honor this promise.