This campaign won the new business pitch.
The folks at Dr Pepper had a challenge for would be suitors. Their soda, while having a seriously loyal following, was viewed by others as tasting too strong. So, they ran some lab tests and got some real results: If people drank Dr Pepper more slowly, it tasted better. While the “science” was true, it sounded a bit like “Hooey”. We thought the best way to deliver this “hooey” science was with a “hooey” doctor. In one swoop, it branded the campaign, gave Dr Pepper social relevance and for the first time in their history, Dr Pepper was viewed by consumers as being on the same level as Coke and Pepsi. Even more importantly, for the 3 years this campaign ran, sales were up 3% in a market that was down 5%.
The campaign had legs. When we wanted to hit a certain audience, we expanded into people who weren't doctors, but could still use the "saying" in their own way.