DR PEPPER/7UP
Dr Peeper wanted to increase its stake within the urban audience.
Shift Advertising chose to do so by focusing on one simple difference. There were numerous cola, lemon-lime, root beer and fruit flavored sodas. But in the realm of Dr Pepper's unique taste offering, it stood alone. So much so that they earned their own push tab on the plastic lids of drive-through beverage cups. Our mission was to capture that rebel essence through a campaign solidified in the tagline "Unique is in the mix. We reached out by applauding celebrities from various relevant walks of life that chose the uncharted path to their success. This well-received "celebrations of individuality" kinship eventually lit the way for the general market platform.