Challenge
Dr Pepper Snapple Group wanted to connect its Diet Dr Pepper brand with young women.
Solution
When a story appeared about a Virginia Beach bride-to-be, who was helping fund her wedding by auctioning a bridesmaid spot on eBay, Ketchum’s Interactive Strategy Group and Dr Pepper Snapple Group sprang into action, placing and doubling the winning bid that day. The brand also offered to supply the drinks for the wedding.
Results
By finding the perfect “meme” – the most powerful conversations, trends, stories, arguments and fads unfolding on the Web – and responding quickly, Diet Dr Pepper connected with women everywhere and generated a tidal wave of media coverage, all of which revolved around the brand. This disruptive approach resulted in 300-plus broadcast clips in a one-week period, considerable online buzz and a total of more than 250 million impressions. “For a brand like Dr Pepper, there is no more traditional PR; there’s only disruptive PR,” said Greg Artkop, Director of Communications, Dr Pepper Snapple Group.
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