2. Creative Brief
1. Dublin Dr. Pepper
2. Dr. Pepper is a soda made by Dr. Pepper Snapple Group. This soda
has a distinctive, unique taste, with a dark color.
3. Problem: Dublin Dr. Pepper forced to close operations by HQ Dr.
Pepper
• Fans Boycotted HQ Dr. Pepper
• Created Facebook Page
• Media Outrage
DR. PEPPER DEAL
LEAVES SMALL-TOWN Dr. Pepper Killed Dr.
DUBLIN WITH BITTER
TASTE
Pepper
3. SWOT Analysis
Weakness Opportunities
Non compliant Artisanal sodas boom
Franchise-Dublin Higher Margins
Different look &
ingredients
Strengths
Threats Recognized brand
Boycott from customers High quality product
Bad press from media High demand GOALS
• RE-LAUNCH DUBLIN
DR. PEPPER
3. Marketing Strategy • CREATE BRAND
• Re-positioning and Re-launching Dublin Dr. AWARENESS
Pepper as an artisanal soda. • INCREASE SALES
PURCHASE INTENT
4. 4. Demographically
• Age: 25-40
• Gender: men & women
• Education: Professionals
• Income bracket: upper-middle to upper-upper class
• Geographically: Gourmet cities
• Psychographically:
Opinions
Prefers locally
grown organic
foods
Activities Interest
Fine Dining Cooking
Specialty Shopping
Grocery Latest Trends
5. 5. Positive Attitude Towards:
• Original taste, glass bottle, and sugar cane
6. Artisanal Dublin Dr. Pepper tastes better because its in a glass
bottle and it’s made with pure cane sugar.
7. The ingredients don't lie.
• First 2 ingredients: Carbonated water & imperial pure cane sugar.
8. Retro Americana Look
• Hip & trendy
9. The main legal requirement would be for Dr. Pepper corporate to
give the license back to Dublin Dr. Pepper.
• Website: www.drpepper.com.
• CORPORATE HEADQUARTERS
• Dr Pepper Snapple Group, Inc.
5301 Legacy Drive
Plano, TX 75024
(972) 673-7000
8. 1. Media- Magazines to advertize our ad:
• Time, Newsweek, Life:
•Cooking Magazines: Gourmet, Saveur, Imbibe,
and Bon Appetit
•Lifestyle Magazines: Esquire, Martha Stewart and GQ
2. Copy:
•Headline: Because you missed us, Dublin is back
•Subhead: Nothing less than 100% sugar cane, always in a
bottle, ready to enjoy
•Headline for the Back: Enjoy it in 5 easy steps
3. Design: ad that turns into a bottle opener
• Medium: illustration photography, computer images and folding
• Design Elements:
• Page 1: Proportion, Balance and Movement
• Page 2: Balance and order
• Typography: TallDeco
Editor's Notes
Q.1 What is the product or service? We chose Dr. Pepper as our product.Q2. A simple description of it.Dr. Pepper is a soda made by Dr. Pepper Snapple Group. This soda has a distinctive, unique taste, with a dark color. Dr. Pepper licenses the right to bottle and distribute this soda to different manufacturers. Dublin Dr. Pepper is Dr. Pepper’s oldest bottling plant. This particular manufacturer uses pure cane sugar, glass bottles as packaging and it has a retro look.According to soda aficionados, the fact that Dublin Dr. Pepperis made with cane sugar and comes bottled in glass, makes it taste significantly better, which is why this particular soda amassed a huge number of fans. Problem:We decided to mine the web, one of the methods in advertising research, and we discovered that in January 2012, Dr. Pepper Corporate forced the Dublin plant franchise to close because it wouldn’t conform to using high fructose corn syrup, a modern logo or can packaging.As a result, Dublin Dr. Pepper’s fans, media outlets, and the blogosphere were outraged, calling for a boycott of Dr. Pepper HQ. Moreover, the media picked up the story and the controversy increased. Fans of Dublin Dr. Pepper made a Facebook page “ I support Dublin Dr. Pepper”, which within 1 week gainedover 20,000 likes. ~Referenceshttp://www.facebook.com/pages/I-Support-Dublin-Dr-Pepper/141195079289346http://news.yahoo.com/dublin-dr-pepper-fans-cause-social-media-230000017.htmlhttp://dfw.cbslocal.com/2012/01/12/dublin-dr-pepper-fans-furious-at-corporation
SWOTAnalysisAs marketers, we must cater to consumer’s needs and wants and scope out the environment for new opportunities. By analyzing HQ Dr. Pepper’s situation, we can gain insight as to what is the best marketing strategy to follow. Astrength is clearly a high demand for the product since a 24 pack of this Dublin Dr. Pepper soda is selling on Amazon for $70. An opportunity is the artisanal soda boom. According to secondary research, artisanal sodas made with cane sugar are trending right now, and this market expects to keep growing. In fact, “the trend is so big that in 2010 Beverage World added artisanal sodas to its HIT list, which highlights up-and-coming developments in the marketplace”. Threats are a customerboycott and media outrage. And a weakness is to have a franchise that doesn't comply with franchise requirements, such as Dublin Dr. Pepper. By analyzing the competitor landscape, we discovered that PepsiCo is already reaping the benefits of the upscale soda market through its acquisition of Izze. Q3. Why are we advertising at all?By re-positioning Dublin Dr. Pepper as an artisanal version of Dr. Pepper with a premium price, we can create a marketing strategy to profit from of the new artisanal soda market and the angry Dublin Dr. Pepper fans. The goals of our advertising are to re-launch the brand, create brand awareness and increase sales purchase intent of the new newly launched artisanal Dublin Dr. Pepper. ___References:http://www.amazon.com/Dublin-Dr-Pepper-24-Pack/dp/B00773GCZKhttp://www.gpi.org/news/2011/feb/mail.htm
Q4.Who are we talking to? According to the book, market segmentation is all about finding consumers that have common needs and wants. Sodas for the most part are a commodity product with a mass-market appeal. Artisanal Dublin Dr. Pepper would still have a broad appeal, but it would be positioned asa niche product, targeted to foodies who are willing to pay a premium for quality foods and drinks.Targetingdemographically, we would target professional men and women who are between the ages of 25 to 40 belonging to an income bracket from upper-middle to upper-upper class because they have the discretionary incomeand the interest to buy high end food and drink products. Geographically, we would target gourmet cities were there is high demand for quality food & drinks, such as Napa, San Francisco, New York, Los Angeles and Miami.Targeting psychographically, our target market performs activities, such as fine dining and visiting specialty grocery stores. Has interest in cooking, shopping, reading lifestyle magazines, and staying up-to-date with the latest urban trends. And in their opinion, they prefer local, organic foods and free range meats.
Q5. What is your audience’s attitude about the product and how they currently view your product.Artisan soda is trending right now, therefore the target market has a positive attitude towards sodas made with sugar cane and packaged in a glass bottle, such as Dublin Dr.Pepper. Q6. What is the single most compelling idea we need to communicate to them? Artisanal Dublin Dr. Pepper is a quality soda thattastes better because it’s packaged a glass bottle and it is made with pure cane sugar.Q7. Why should they believe this? Customers should believe it because the ingredients don’t lie. For example, carbonated water and imperial pure cane sugar are the two main ingredients of Dublin Dr. Pepper.Q8. Desired brand personality/tone? We want to convey a retro Americana look with and a hip and trendy personality. Since we are targeting people ages 25- 40, these retro looks inspires them, bringing about nostalgia from the earlier decades, which would prompt them to buy the product. Q9. Executional guidelines, legal requirements, phone numbers, websites, etc.The main legal requirement would be for Dr. Pepper corporate to give the license back to Dublin Dr. Pepper. The website iswww.drpepper.com and the address is: CORPORATE HEADQUARTERSDr Pepper Snapple Group, Inc5301 Legacy DrivenPlano, TX 75024. Lastly, the phone is (972) 673-7000
Q1.Show your Ad. In as large a size as possible on the PPT slide, show the final ad that you created.
Q1.Show your Ad. In as large a size as possible on the PPT slide, show the final ad that you created.
Q1. MediaFor targeting the foodie market, we selected to run the ad in magazines that our target market purchases such as, Gourmet, Saveur, Imbibe, and Bon Appetit. These are magazines dedicated purely to specialty foods and drinks, so these people are naturally going to be interested in artisanal Dublin Dr. Pepper. To target the upper class men segment, we would select lifestyle magazines, such as Esquire or GQ. These magazines often run spreads teaching men how to be sophisticated and trendy, and since drinking artisanal soda is trendy now, it would be a perfect fit. We can’t neglect the women target market so we could advertise in women’s lifestyle magazines, such as Martha Stewart. Since Dublin Dr. Pepper still has a broad appeal, we would still want to advertise in magazines that reach a broad target market such as, Life, Times, and Newsweek, but to a lesser extent, since these publication are not very targeted.Q2.CopyWe came up with the headline “Because you missed us, Dublin is back”. The purpose is to re-introduce the product and to create a personal connection with our target market by implying that we brought the product back because of them. The subheading “Nothing less than 100% sugar cane, always in a bottle, ready to enjoy…” highlights the core attributes that differentiate Dublin Dr. Pepper, such as pure cane sugar, glass bottle and delicious drink. The headline for the back ad says “Enjoy it in 5 easy steps”, this instructs the target market to use the graphical instructions to create a bottle opener. Lastly, we meant to unify these 2 ads through words through words and punctuation by using the “…” and by repeating the word “enjoy” to instill in people that Dublin is a delicious drink. For example, “ready to enjoy…” “…Enjoy it in 5 easy steps” is meant to provide continuity and tie the two ads together. Q3.DesignDescribe the mediumthat you are using and why.-Medium: illustration, photography, computer images and folding We are creating a mix of elements to develop a creative and eye catchy ad. Our idea evolved around the possibility of folding the ad to create a bottle opener, therefore we’re using folding technics and illustrations to represent these steps. To develop the rest of the ad and represent retro styling, we used a mix of computer images found online and photographs. We blended everything, while adding other computer graphics techniques to create a realistic ad 50’s ad. Our purpose it to covey as retro look and inspire nostalgia while highlighting the fact that Dublin Dr. Pepper has a higher quality because of it is made with superior ingredients. -Discuss the balance, proportion, order, unity and emphasis of the design of your ad. First and foremost, we decided to create an innovative ad that highlights a main core attribute of Dublin Dr. Pepper, its glass bottle. We believe this is important because sodas packaged in glass convey high quality and taste better. As a result, we designed a creative ad that turns into a bottle opener after folding it, to woo the target market. Moreover, our ad has 2 pages. On page one, we have the elements of proportion and balance created by the girl’s body on the bottom and the writing on the top. We also addedmovement that is createdby the placing the font upwardly and using a slanted font. The Dublin Dr. Pepper logo is presented as the cap of a bottle, it is enlarged and placed behind the the girl’s body. On page two, we used balance once again by having the heaviest object on the bottom, the vintage bottle opener,to give stability. We also made sure to create a order coming from top to bottom, and to focus the attention of the viewer on the text and later on the image. -What typography (fonts) have you used and why?We used American Purpose Slanted and Normal, a open font found online. We used the American Purpose Casual Slanted for the heading to create movement, since its slanted upwardly. And we used the American Purpose Casual Normal for the subheading and the back. We decided to usethis font because it followed our theme of nostalgia and retro style. The font resembles the traditional type used during the 50’s and matches our idea nicely.
