Dr Pepper Snapple Group

Derek Dabrowski, Vice President, Brand Marketing Content
Jaxie Alt, Senior Vice President, Marketing

Deutsch LA *Lead Agency

Brett Craig, EVP, Executive Creative Director
Adam Graves, EVP, Group Account Director
Helen Murray, SVP, Account Director
Ryan Lehr, SVP, Creative Director
Mitch Polatin, EVP, Group Strategy Director
Pete Favat, Chief Creative Officer, North America
Megan Meloth, VP, Executive Integrated Producer
Taylor Reid, Account Director

The diet soda category was plummeting to historic lows.It was a perplexing problem that required a cultural insight that could somehow create a meaningful role for our sweet product. So we focused on this trophy culture of ours and made rewarding Diet Dr Pepper the participation trophy for the mundanity of daily life. Ultimately our huge problem was solved by a lil man blessed with an ability to appreciate our dubious daily accomplishments and in 2017 we were the only diet soda to have positive growth and sales.