Dr. Pepper’s 23 flavors
January 3, 2007 23 Comments
In an attempt to distinguish itself from the many other cola-ish products out there, Dr. Pepper has recently put the spotlight on the notion that it has “23 flavors” within the mysterious murky depths of its unique liquid.
Uhhh….sure. Actually, for all these years, I thought it just had one flavor – tasted like Dr. Pepper. And, frankly, of all the cola variations out there, Dr. Pepper is my favorite. Although I rarely drink soda anyway, so I’m not in danger of being their biggest booster or detractor!
I will admit, however, that I think this campaign is effective, despite my cynicism. When you’re in a semi-commodity market, you have to find some way to distinguish yourself, and this concept introduces something that isn’t so easy to attach to a mere soft drink – mystery. Just what are those “23 flavors”? Which of them am I actually tasting at any given moment? How did they come up with this very special formula?
It’s just marketing nonsense, snorts Rational Self. Much ado about nothing, says Rational Self. But Branding Voice says, nice job. Not so easy to take an “old” product in a crowded market, and find a way to stand out.
To celebrate, I think I’ll pour myself another cup of…coffee.
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