Brave Brands

For my money, brands don't play that close to the edge. Generally, a pretty safe standard approach to marketing or advertising is adopted and I understand that. But every now and then...

Dr Pepper went a little nuts just the other day. I expect you read about this. They're going to give every American (in the US or the world?) a can of Dr Pepper on the condition that Guns 'n' Roses release their new album; Chinese Democracy this year!

G'n'R started making the album in 1994, so it's taken a while and so far has cost over $13M. How is this possible? Well if you've read anything about W. Axl Rose it makes sense, he's a little awkward.

Dr Pepper said they would give a can to everyone except Buckethead (ex G'n'R guitarist) and Slash (ex G'n'R guitarist). Axl then said he'd share his can with Buckethead. Slash, would then be the only American not getting a Dr Pepper - this is all too nuts. Honestly who came up with this?

Well...

        Dr Pepper's Marketing Director Jaxie Alt said: "It took a little patience to perfect Dr Pepper’s special mix of 23 ingredients, which our fans have come to know and love. So we completely understand and empathise with Axl's quest for perfection – for something more than the average album.

It'll be interesting to see this play out, especially as I read that they have finished the album now. It's claimed that this isn't any kind of joint venture between companies but who really knows the answer to that one?

Then if that wasn't crazy enough Flickr just offered to buy (potentially) thousands of people donuts! This is today!

If they get 20 000 people in the group on Flickr, then donuts will be given out in San Francisco. So far it doesn't look good on the numbers. But Flickr are standing by their pledge:

While you have not yet reached your goal of 20K members, we at FlickrHQ have heard of your noble efforts and seek to answer your cries for justice.

Save the date: Wednesday, April 16th, 11:00am at a donut shoppe TBD in downtown San Francisco. we will purchase one (1) free donut for every We Demand Donuts group member who shows up.* (*While supplies last.)

This is not a joke.

Let glazed and jelly-filled freedom ring!

(I sincerely apologize for those members who are not local to the SF Bay Area, but the combination of a greasy donut and a postal envelope is a very sad thing indeed, and would be an affront to Donutkind.)

I don't like Dr Pepper (as a drink) but now I respect them a bit more as a brand and I would pay a little more attention to something they might do in the future as a result. Goal achieved? I think so. Gestures are stronger than billboards.

photo credits:
left: addadada
right: Darwin Bell

Comments

[The Virginity Project]

Charlie, are you sure that isn't your dad in the pic?