Bianca Bartz
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After their tremendous success with the Cherry Chocolate Rain campaign, Dr. Pepper is trying their hand at viral once again, this time opting to use a series of “ultra” high-definition banner ads on AOL. The campaign, being launched under the title, “Drool,” is supposed to do just that: get you salivating and fiending an ice cold Dr. Pepper. If close up footage of a sweating woman’s curviest body parts can trigger your sex drive, ad agency EyeWonder is guessing a close up of a can of Dr. P could have the same effect on your taste buds, stimulating thirst for the soda brand. It will let viewers zoom in on several parts of the can to see close ups of dripping water beads and fizzing from the brim. The accompanying text will say, “Drooling isn’t polite, plus it’s bad for your keyboard. 23 flavors in one big bold taste. Wipe your chin and explore more with Dr Pepper.” The ads were created by gigital agency VML and will run on the AOL network.
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Ultra High-Def Banner Ads
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Dr. Pepper Drool
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Viral Dr. Pepper Ad Spoofs Chocolate Rain - Cherry Chocolate Rain by Tay Zonday (VIDEO)
"The brand isn't just the hero, it's the superhero," said Mike Griffin, evp of marketing and strategic development at EyeWonder. "In terms of site, sound and motion, it's like you can reach out and grab it."
AOL ADlytics will track the effectiveness of the ad. The assets from the ad will be used at Major League Gaming events and for later buys on Yahoo!, plus a football program at year-end.
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