Dr Pepper's Try More Weird Disrupts Life's Boredoms with Weirdness
Laura McQuarrie — October 3, 2024 — Marketing
References: adweek
In 2023, Dr Pepper unveiled an offbeat new look and the first wave of the Try More Weird campaign encouraging people to get out of their comfort zone and embrace the wackiness within and around them. A year later, the iconic soda brand is continuing to prescribe weirdness, this time quite literally with a campaign that personifies Dr Pepper as a medical doctor with a can for a head.
As people instinctively reach for their phones to stave off boredom, leading to endless scrolling, Dr Pepper is encouraging people to disrupt life's duller moments with oddity. Its video ads will do just that with scenes of people riding small bicycles and human-bird hybrids playing the guitar.
Dr Pepper is also running out-of-home ads in the UK with messages like “Take your tastebuds somewhere weird for lunch,” and “Liberally apply to the tongue, face and 2pm meetings.”
As people instinctively reach for their phones to stave off boredom, leading to endless scrolling, Dr Pepper is encouraging people to disrupt life's duller moments with oddity. Its video ads will do just that with scenes of people riding small bicycles and human-bird hybrids playing the guitar.
Dr Pepper is also running out-of-home ads in the UK with messages like “Take your tastebuds somewhere weird for lunch,” and “Liberally apply to the tongue, face and 2pm meetings.”
Trend Themes
1. Personified Branding Campaigns - Dr Pepper's approach to embodying its brand with a 'medical doctor with a can for a head' presents a novel technique to engage and entertain consumers.
2. Ads with Surreal Elements - By showcasing bizarre scenes like human-bird hybrids and mini bicycle rides, Dr Pepper captures attention through unexpected, surreal imagery.
3. Out-of-home Interactive Messaging - Dr Pepper's quirky out-of-home ads in the UK, with interactive messages tailored to daily routines, create memorable consumer experiences.
Industry Implications
1. Beverage Industry - Innovative marketing campaigns like Dr Pepper's use of whimsical and strange themes can significantly alter consumer perceptions and engagement.
2. Advertising - The inclusion of surreal and bizarre elements in advertisements represents a shift towards more engaging and memorable marketing strategies.
3. Outdoor Advertising - Interactive and unconventional messages in out-of-home advertising have the potential to create more impactful and lasting impressions on the audience.
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