Diet Dr Pepper is out with a 20-city national makeover tour that kicked off yesterday in New York City to support an under-the cap promotion. What does a makeover have to do with a diet soft drink?
“Enjoying the smooth, rich taste of Diet Dr Pepper is a highly indulgent experience, much like that of a luxurious makeover,” said Andrew Springate, VP-Dr Pepper marketing, in a statement.
At the daylong kick-off event at the Time Warner Center, some 100 men and women received a 20-minute makeover from top New York stylists, including celebrity stylist David Evangelista (think makeover madness from the The Rosie O’Donnell Show). Participants were greeted by “paparazzi” after crossing a red carpet and velvet ropes. And just in time for Valentine’s Day, the makeover artists told the makeover-seekers how to look their best for their sweethearts on Feb. 14. And, of course, full-size samples of Diet Dr Pepper and new Diet Cherry Vanilla Dr Pepper were handed out.
Signage on the tour promotes the under-the-cap game, which began last month dangling a $25,000 makeover.
The New Look…Same You! makeover tour also stops in Hartford, CT, Louisville, KY, Las Vegas, NV, San Francisco and San Diego to give away virtual and instant makeovers. The tour hits malls, office parks, commuter stations and special events.
In the under-the cap promotion a code on specially marked 20-ounce and 2-liter bottles and inside 12 packs of Diet Dr Pepper, Dr Pepper, Diet Cherry Vanilla Dr Pepper and Cherry Vanilla Dr Pepper drives consumers online to play at drpepper.com. One grand prize on a $25,000 makeover is given away each week during the 12-week tour. The winner gets $10,000 to spend on Sony gear, $10,000 to update their wardrobe through GiftCertificates.com and $5,000 in cash.
In-store, P-O-P, print ads, promotional TV tags and a national FSI support the tour.
Circle One, Norwalk, CT, handles the New Look promotion and partners with Mobile Media Enterprises, Atlanta, for the mobile tour.
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