Dr Pepper is no longer One of a Kind. Or at least it won’t be marketed that way. In a strategic shift, the brand is editing its “Always One of a Kind” campaign in favour of a new effort called “The One You Crave”.
Dr Pepper debuted “Always One of a Kind” in 2012 with a spot showing hundreds of Pepper fans taking to the streets touting their originality by wearing t-shirts.
This tagline lasted only 5 years, Dr Pepper has a long history of playing up its uniqueness in marketing, including a slogan used in the 1970s that declared it as “the most original soft drink ever”.
The campaign comes as soda continues to face backlash driven by health concerns. But Dr Pepper has fared better than most big soda brands.
Derek Dabrowski, VP Marketing, said that he recognises that they are a soda and are not curing world hunger. They are not going out and doing anything heavy handed. They are a fun treat.
