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Dr Pepper to Prescribe Itself Abroad

September 25, 1997|Bloomberg News

Dr Pepper, which has been expanding into Australia, Puerto Rico, Mexico, Russia and Britain, is planning its first foreign advertising campaign. The push will initially use a two-minute commercial created by Young & Rubicam, its lead agency. Outside of the U.S., the Dallas-based soft drink's advertising theme will be "Dr Pepper: To try it is to love it." The company is inviting consumers to try a soft drink with "an unusual name and an unknown taste." Dr Pepper's 1996 brand spending in the U.S. amounted to $42.2 million, a 21.3% year-over-year increase, according to Competitive Media Reporting. Dallas-based Dr Pepper is owned by Cadbury Schweppes of Britain.

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