Many brands these days are trying to capture customer attention through campaigns that focus on the customer rather than the product, and this is so with the Dr Pepper 'Always One of a Kind' campaign.
The campaign centers on the uniqueness of the Dr Pepper brand (which has been around for 126 years), but it also asks customers to express their own individuality. In the campaign commercial, about 1,000 of Dr Pepper's fans are showcased wearing red T-shirts that express their own individual uniqueness. The fans march to a cover of 'I've Gotta Be Me' by Sammy Davis Jr (it was performed by Ryan Tedder of One Republic).
The Dr Pepper 'Always One of a Kind' campaign also includes a social media component. The brand is inviting fans to download its Facebook app (or visit its official site) to create their own statement on what makes them one of a kind, describes Branding Magazine. Users will also get to order T-shirts printed with their statements.