75 To Get Lost In Their New Mini-Cooper

Promo Magazine: Dr Pepper is in the midst of giving away one Mini-Cooper convertible a day in an under-the-cap promo to boost summer sales and to encourage trial of its new Cherry Vanilla Dr Pepper.
Game codes can be found under yellow bottle caps on specially marked 20-ounce, 2-liter bottles and inside specially marked 12-pack wraps of Dr Pepper, Diet Dr Pepper, Cherry Vanilla Dr Pepper and Diet Cherry Vanilla Dr Pepper. Game pieces can also be obtained by mail. Dr Pepper began giving away the Minis on May 18 and will offer up the last one on July 31, 75 consecutive days later.
Last October, Dr Pepper parent, Cadbury Schweppes, debuted Cherry Vanilla Dr Pepper in both regular and diet versions. Elvis Presley and Marilyn Monroe imitators around the company’s Plano, TX, headquarters promoted the new beverage that carries the tagline, “Tastes so good you get lost in it.” In addition, hundreds of roller skating carhops delivered 80,000 samples to consumers in 26 markets. Fifteen-second TV spots, 30- and 60-radio ads and two outdoor campaigns supported the launch.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.