By Mariana LoboAngela Romero

MKTG 434SFSU

Artisanal Dublin Dr. Pepper

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 DUBLIN WITH BITTER

TASTE

Dr. Pepper Killed Dr. Pepper

WeaknessNon compliant Franchise-DublinDifferent look & ingredients

OpportunitiesArtisanal sodas boom

Higher Margins

ThreatsBoycott from customers

Bad press from media

StrengthsRecognized brand

High quality productHigh demand

3. Marketing Strategy • Re-positioning and Re-launching Dublin Dr.

Pepper as an artisanal soda.

SWOT Analysis

GOALS• RE-LAUNCH

DUBLIN DR. PEPPER

• CREATE BRAND AWARENESS

• INCREASE SALES PURCHASE INTENT

4. Demographically

• Age: 25-40

• Gender: men & women

• Education: Professionals

• Income bracket: upper-middle to upper-upper class

• Geographically: Gourmet cities

• Psychographically:

OpinionsPrefers locally grown organic

foods

InterestCooking

ShoppingLatest Trends

ActivitiesFine Dining Specialty Grocery

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 DrivePlano, TX 75024(972) 673-7000

Front

Back

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