Dr Pepper Snapple Group

Derek Dabrowski, Vice President of Brand, Content and Digital Marketing
Jaxie Alt, Senior Vice President Brand Marketing, Sponsorships, Travel & Event Services
Amanda Breaux, Integrated Content Marketing
Jim Trebilcock, Executive Vice President & Chief Commercial Officer
Helen Murray, SVP, Account Director

Deutsch LA *Lead Agency

Mitch Polatin, EVP, Group Strategy Director
Adam Graves, EVP, Group Account Director
Brett Craig, EVP, Executive Creative Director
Ryan Lehr, SVP, Creative Director
Erick Mangali, SVP, Creative Director

The diet soda category had deteriorated to the point that “diet,” once the salvation of the industry, had become a scarlet letter damning any calorie-free soda. So we sought out a cultural insight to give us a role in consumer lives: In this Trophy Culture of ours, we inexplicably feel a compulsion to reward ourselves for every little thing. We all accomplish dubious things throughout our day, so we told consumers: You (probably) deserve a sweet treat, so reward yourself with a Diet Dr Pepper.