Diet Dr. Pepper Gets a Makeover
Diet Dr Pepper, owned by Cadbury Schweppes – the third largest soft drink company in the U.S. – recently assigned MSA Miami a project to create awareness of its 20-city makeover tour, named "New Look…Same You!"
The promotion, which included weekly $25,000 makeover giveaways, consisted of a traveling exhibit that visited cities across the country, with makeup artists conducting virtual makeovers on consumers. To create greater awareness of the tour and the Diet Dr Pepper brand, the agency staged a high profile event in New York City at the Time Warner Center the week before Valentine’s Day. MSA Miami enlisted celebrity stylist David Evangelista to serve as spokesperson, give tips, and meet and greet more than 500 women who attended the event and received makeovers just in time for Valentines Day. The agency helped enhance the event by creating a “Hollywood” feel, setting up a “step and repeat” area for photo ops, red carpet and velvet rope area, and staging before and after photos. The initiative garnered more than 16 million media impressions and an advertising equivalency of nearly $570,000.
The promotion, which included weekly $25,000 makeover giveaways, consisted of a traveling exhibit that visited cities across the country, with makeup artists conducting virtual makeovers on consumers. To create greater awareness of the tour and the Diet Dr Pepper brand, the agency staged a high profile event in New York City at the Time Warner Center the week before Valentine’s Day. MSA Miami enlisted celebrity stylist David Evangelista to serve as spokesperson, give tips, and meet and greet more than 500 women who attended the event and received makeovers just in time for Valentines Day. The agency helped enhance the event by creating a “Hollywood” feel, setting up a “step and repeat” area for photo ops, red carpet and velvet rope area, and staging before and after photos. The initiative garnered more than 16 million media impressions and an advertising equivalency of nearly $570,000.
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