Dr. Pepper's Public Head-bang Band: oddvertising at its best

Posted Apr 24th 2007 11:14AM by Tom Barlow
Filed under: Competitive Strategy, Marketing and Advertising

Dr. Pepper's (Cadbury-Schweppes PLC, NYSE:CSG) longtime 10-2-4 slogan might become 24-7 as they launch a new promotion, Dr. Pepper Band in a Bubble, in cooperation with MTV. Beginning May 24th, the pop band Cartel will live around the clock for 20 days in a transparent domicile on Pier 54 in New York while they put together a new CD. MTV will compile the best of the video captured by cameras placed throughout the edifice into four half-hour broadcasts. The full feeds will also be available throughout the session via the internet.

The idea of packing a house with incandescent personalities and recording their meltdowns is tired fare for television, the most notable being CBS' Big Brother. Rock stars are well-mined too, as witnessed by Kiss frontman Gene Simmon's Family Jewels and Black Sabbath singer Ozzy Osbourne's The Osbournes. What we haven't seen before is a group of artists working in harmony to produce sterling music. That's probably the Doctor's biggest worry, though -- harmony makes poor television. There's a reason Anna Nicole Smith had her own TV show and Jamie Lee Curtis didn't.

The concept comes from the Mediaedge:cia agency. The five-person group is from Atlanta, and best known for their song "Honestly" (see below). I'd give you odds of 10 to 4 that it's no coincidence that their guitarist's name is Joseph Pepper.