Dr Pepper Snapple Group

Scott Smith, Brand Manager
Sharon Leath, Director of Integrated Content
Jaxie Alt, Director of Marketing

Deutsch LA *Lead Agency

Helen Murray, Account Director
Erick Mangali, Creative Director
Ryan Lehr, Creative Director
Brett Craig, Executive Creative Director
Pete Favat, CCO
Mitch Polatin, Group Planning Director

Initiative

Jennifer Nyhan, Managing Director

Diet Dr Pepper faced a big problem. Diet sodas were intended to be the better alternative. Instead their artificial sweeteners left consumers with a bad taste. Sales reached historic lows. So rather than continue to compare ourselves to regular soda, we ventured outside the category to take on another industry. We needed some big help to make this leap. And we found that in the form of a little man in leather pants and a metallic jacket, who halved sales declines and gave Dr Pepper its highest campaign ROI ever.