Do you want to be challenged by a soda?

In a just launched campaign, Dr. Pepper is daring Telemundo viewers to "Try Something New," led by celebrities of course.  The on-air component of the "Atrevete A" campaign consists of branded segments on "Suelta La Sopa," a popular celebrity chat show.  Celebrity guests will join the hosts as they try challenging feats.

The campaign will also be promoted with "Daring Moments of the Week" segments, commercials and cross-promotional segments on other Telemundo series.

Online, viewers have been invited to share photos of themselves with a Dr. Pepper logo and write a caption describing something they have always wanted to try.  The winner will appear on the show. (Sass, 2015)

Oddly enough Dr. Pepper isn't the only soft drink using  a "dare" theme at the moment.  Earlier this month, Pepsi introduced "Live for Now," with challenges led by Pepsi ambassadors like Usher and Serena Williams.

So what do you think?  Will these campaigns be successful?  Is it about the challenge or the celebrities?

Sass, E. (2015, March 26)  Dr. Pepper, Telemundo Dare Viewers In New Campaign.  mediapost.com.  Retrieved March 27, 2015, from

http://www.mediapost.com/publications/article/246464/dr-pepper-telemundo-dare-viewers-in-new-campaign.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=81439

But does it make you want to buy something?

8/20/09

At the end of July, Forbes magazine asked a panel of experts to select “the funniest” tv commercial from a selection of 37 commercials dating as far back as 1965.

This 2003 commercial was their favorite.

Here's the URL:
http://www.youtube.com/watch?v=6TGpri6pdcQ

I have to admit I thought this ad was a hoot. But sadly, it did not prompt me to make a visit to IKEA. Was your reaction any different?

While the article does not specifically address the commercial’s failure as a marketing tool, it did mention that the agency who did it – Crispin Porter – no longer works on the brand. Hmm. Isn’t it time that we all realized that funny does not equal effective?

Follow-up
Dr. Pepper announced their second quarter earnings, and guess what? Sales volume for Snapple fell 15%.

Burkitt, L. (2009, July 31). Laugh Track: Funniest U.S. TV Commercials. forbes.com. Retrived August 20, 2009 from
http://www.forbes.com/2009/07/30/funniest-tv-commercials-leadership-cmo-network-funniestads.html?feed=rss_news

Stynes, T. (2009, August 14). Dr. Pepper Boosts Projection for Year. Wall Street Journal, p.B4