Dr Pepper’s Dr Pepper’s Band in a BubbleBand in a Bubble

Erienne GuentnerErienne Guentner

Yuli LinYuli Lin

History of Dr PepperHistory of Dr Pepper Oldest major soft drink in the USOldest major soft drink in the US First made and sold in 1885 in First made and sold in 1885 in

Waco, TexasWaco, Texas Developed by a pharmacist in a Developed by a pharmacist in a

drug store for his customers who drug store for his customers who were tired of the same old were tired of the same old carbonated sodascarbonated sodas

1960s Dr Pepper associated with 1960s Dr Pepper associated with rock and roll and Dick Clark’s rock and roll and Dick Clark’s “American Bandstand”“American Bandstand”

In 2002 Dr Pepper introduced first In 2002 Dr Pepper introduced first new flavor in 117 years; In 2004 new flavor in 117 years; In 2004 introduce Cherry Vanilla Dr Pepperintroduce Cherry Vanilla Dr Pepper

What Is a Band in a What Is a Band in a Bubble?!Bubble?! Dr Pepper paid punk-pop band Cartel to Dr Pepper paid punk-pop band Cartel to

live and work in a transparent bubble on live and work in a transparent bubble on New York’s touristy Pier 54 for 20 days. New York’s touristy Pier 54 for 20 days. Cameras recorded the members of Cameras recorded the members of Cartel as they wrote and recorded a new Cartel as they wrote and recorded a new CD. CD.

MTV produced the four episodes and also MTV produced the four episodes and also included cameras inside the bubble for included cameras inside the bubble for fans to watch online around the clockfans to watch online around the clock

Idea formed by Dr Pepper’s ad agency Idea formed by Dr Pepper’s ad agency Mediaedge:ciaMediaedge:cia

Dr Pepper asked MTV to produce the Dr Pepper asked MTV to produce the show to attract the younger audienceshow to attract the younger audience

““Anyone can sponsor a concert Anyone can sponsor a concert tour,” said Andrew Springate, a tour,” said Andrew Springate, a marketing vice president for the marketing vice president for the U.S. beverages unit of Britain-U.S. beverages unit of Britain-based Cadbury Schweppes PLC, based Cadbury Schweppes PLC, which owns Dr Pepper. “We which owns Dr Pepper. “We wanted to help consumers get wanted to help consumers get access to how an album gets put access to how an album gets put together.” together.”

The Dr Pepper label was The Dr Pepper label was prominent inside and out of the prominent inside and out of the bubble but they had no influence bubble but they had no influence on what the band actually on what the band actually producesproduces

This Band in a Bubble shows just This Band in a Bubble shows just how far brands are willing to go how far brands are willing to go to grab attention and make to grab attention and make people aware of who they arepeople aware of who they are

The Bubble

By sponsoring a unique and different event, By sponsoring a unique and different event, Dr Pepper is adding value to their brand and Dr Pepper is adding value to their brand and differentiating themselves from other differentiating themselves from other companiescompanies

By targeting a younger audience, Dr Pepper is By targeting a younger audience, Dr Pepper is increasing the potential of having more loyal increasing the potential of having more loyal customers customers

By providing products for the band while in By providing products for the band while in the bubble and having their image throughout the bubble and having their image throughout the interior and exterior of the bubble, Dr the interior and exterior of the bubble, Dr Pepper is making sure their brand is not Pepper is making sure their brand is not missed by anyone and is seen everywhere!missed by anyone and is seen everywhere!

Band In a Bubble Day #3

ReferencesReferences ArticleArticle

– http://www.msnbc.msn.com/id/18287720

HistoryHistory– http://www.cadburyschweppes.com/EN/Brands/About/http://www.cadburyschweppes.com/EN/Brands/About/

Beverages/factsheet_drpepper.htmBeverages/factsheet_drpepper.htm

VideosVideos– http://youtube.com/watch?v=YgG7biKPQ2shttp://youtube.com/watch?v=YgG7biKPQ2s– http://youtube.com/watch?v=Z59cUvng0b4http://youtube.com/watch?v=Z59cUvng0b4– http://www.mtv.com/ontv/dyn/band_in_a_bubble/http://www.mtv.com/ontv/dyn/band_in_a_bubble/

episode/episode.jhtml?episodeId=115785episode/episode.jhtml?episodeId=115785