Dr. Pepper Dangles Tuition Money In Front of College Students

“Dr. Pepper is changing lives” is not the kind of promotional come on we’re used to hearing from a large packaged goods brand. Which makes this “marketing as a service” campaign from the beverage brand sort of interesting.

But does it sell more soda? You be the judge…

Here’s a new entry in the brand’s 2011 $1,000,000 Tuition Giveaway consumer generated media contest, which is presently the featured on the DrPepper.com home page.

I’m happy to see Dr. Pepper stepping up in this way to help, but I am troubled by the fact that the majority of our nation’s young people can not afford a college education.



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 head of brand strategy and creative at Bonehook in Portland, Oregon.