Pepper v Pepper

Client — Dr Pepper
Year — 2015 
Agency — Razorfish
Role — CD
Category — Integrated Campaign

CHALLENGE

Get 18-24yr old Standouts to buy one more Dr Pepper at C-Store, because only Dr Pepper offers the one-of-a-kind flavor and partnerships that allow them to express their individuality.

SOLUTION

Batman and Superman have a lot in common. They’re both heroes. Both orphans. Both committed to serving justice. And yet, they’re very different characters–true one-of-a-kinds.

It’s this uniqueness that prompts impassioned fans to choose a favorite–offering up an outlet for them to express their own one-of-a-kind point of views. So playing off this simple truth, we’ll set out to see if favoritism toward a particular superhero can flavor a person’s perception of a soft drink. Turning the traditional consumer taste test on its head, we’ll motivate drinkers to buy both Superman and Batman bottles of Dr Pepper and pick a favorite. The joke is of course that, aside from packaging, they’re both exactly the same.