The rebranding brief was really simple, redefining Dr. Pepper's One of A Kind positioning and make it relevant to our core audience.
The idea was to focus more on the journey that makes you truly One of a kind. How we execute the campaign was really simple, A visual device of /1 was developed and we shine a light on the journeys of true One of A Kinds and let their life stories be our campaign.
Some 1/1 featured in the campaign includes.
Macklemore & Ryan Lewis - Self-made musicians, Mikaela Mayer - USA team boxer, Michelle Phan - Internet Celebrity, Jen Mayfield - Roller derby queen. Nordic Thunder - World air guitar champion. Misty Copeland - American ballet dancer