Saatchi and Saatchi has taken the Coca-Cola Schweppes Beverages brand,
Dr Pepper, on to UK TV for the first time this week with an ad featuring
a mad doctor and a sexy nurse.
Two 30-second executions, part of an estimated pounds 8 million
marketing spend this year, are designed to relaunch the brand and target
it squarely at ten- to 15-year-olds.
The two films, ‘cowboy’ and ‘musical cans’, focus on the unusual world
of Dr Pepper to the background of rave music. Both spots are intended to
show the wacky and rewarding experience of drinking Dr Pepper.
The mad Dr Pepper character is introduced by a sexy blonde nurse who
introduces each ad in a sultry voice, with the line: ‘You have an
appointment with Dr Pepper.’ When the action moves into the world of Dr
Pepper, the characters experience the smell and taste of the brand,
which is said to contain 23 fruit flavours. Both executions end with the
strapline, ‘usual taste’, which changes to ‘unusual taste’.
The ads were created by the art director, Ben Nott, and the copywriter,
Adam Hunt, and directed by Marek Losey and Terence O’Connor through
They will run from May to August on ITV, Channel 4 and satellite
stations, including MTV. Strategic planning is by Warwick Cairns, media
planning by Ron Mudge at Saatchis and media buying is through Zenith.