On-Pack Promotion Offers Dr Pepper Drinkers Opportunity to Win Grand Prize of Trip for Two to Insider Party in New York City
PLANO, TEXAS--(Collegiate Presswire)--Feb 7, 2002--Dr Pepper is set to spin its 2002 nationwide product marketing and promotions web by delivering to market a new, on-pack consumer promotion, which coincides with the May 3, 2002 release of Columbia Pictures` highly-anticipated, action- dventure film, Spider-Man. Fifty lucky Dr Pepper drinkers will have the opportunity to win the grand prize of a trip for two to an exclusive, insider party in New York.
Scheduled to be in market by mid-April, and run through July, the promotion will link Dr Pepper with the web-spinning superhero, who has more than 35 years of brand awareness, proven popularity and success among Dr Pepper`s 12- to 34- ear-old target audience.
''Spider-Man is one of the most recognized fictional characters in America, garnering an 85 percent household awareness in the minds of 18- to 24-year- lds, making this promotion a perfect fit to help us drive incremental sales among our key target audiences,'' said Cindi Clark, Dr Pepper`s senior vice president of marketing. ''What better way to start off the Summer, than by launching a Dr Pepper promotion that allows us to team with Columbia Pictures, leverage the release of the new Spider-Man movie, and offer our consumers a chance to win the grand prize of attending an insider party in New York City.''
In addition to the grand prize, the promotion will provide Dr Pepper drinkers an opportunity to instantly win other great incentives including Spider-Man T- hirts and caps, video libraries, and movie tickets, as well as Dr Pepper 12- packs.
To support the promotion, Dr Pepper will invest millions of dollars in national television advertising, which is scheduled to run as network 30-second commercials and 10-second promotion tags. In addition, full-page print ads in People Magazine and Marvel Comics, Internet banner ads, as well as a special thematic Web site located within www.drpepper.com will support the promotion. Dr Pepper has also designed several unique, in-store display merchandising and P-O-S (point-of-sale) pieces that highlight the special graphics that are part of the Spider-Man franchise including Spider-Man and the Green Goblin.
''Leveraging the Spider-Man theme is an extraordinary on-pack promotion that is sure to create excitement for the Dr Pepper brand,'' continued Clark. ''Throughout 2002, we will be implementing aggressive and strategic Dr Pepper product promotional campaigns, and leveraging all the appropriate marketing tools and resources to support those campaigns,'' Clark concluded.
Released in conjunction with the 40th anniversary of the web-slinger`s first appearance in a comic book, Spider-Man centers on student Peter Parker (Tobey Maguire) who, after being bitten by a genetically altered spider, gains superhuman strength and the spider-like ability to cling to any surface. He vows to use his abilities to fight crime, coming to understand the words of his beloved Uncle Ben: ''With great power comes great responsibility.'' Directed by Sam Raimi, the film also stars Willem Dafoe as Spider-Mans` nemesis the Green Goblin, Kirsten Dunst, James Franco, Cliff Robertson, Rosemary Harris and J.K. Simmons. Written by David Koepp and based on the Marvel Comic Book by Stan Lee and Steve Ditko, the film is produced by Laura Ziskin and Ian Bryce. Avi Arad and Stan Lee are executive producers.
Dr Pepper is the leading brand in Plano, Texas-based Dr Pepper/Seven Up, Inc.`s extensive soft drink portfolio. Dr Pepper/Seven Up is the leading non-cola soft drink enterprise in North America, with about 16 percent of the U.S. market. It is the largest subsidiary of London-based Cadbury Schweppes plc (NYSE: CSG). In addition to Dr Pepper, other leading Dr Pepper/Seven Up brands include 7 UP, A&W; Root Beer, Sunkist, Canada Dry, Schweppes, Squirt and Hawaiian Punch, as well as RC Cola. For additional information about Dr Pepper/Seven Up and its brands, visit www.dpsu.com.
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