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brand, Digital Media, marketing

Dr Pepper Ties In With ‘Marvel’s The Avengers’


Dr Pepper has partnered with Marvel Entertainment for a multiplatform campaign centered around a series of eight collectible cans featuring superhero characters from “Marvel’s The Avengers.”

A movie of that name starring Robert Downey, Jr., from Marvel Studios and Paramount Pictures, is set for release on May 4.

The collectible cans are available for a limited time in stores nationwide.

Dr Pepper is also offering a free, custom game on DrPepper.com, “Skrull Takedown,” which enables fans to emulate their favorite Avengers characters (as they appear in a New Avengers comic book) and fight with the alien-shapeshifter Skrulls. Fans can share their scores and challenge friends to join in on the action via Twitter and Facebook.

A new, 30-second TV spot is supporting the tie-ins. The playful ad — which shows a group of young men and women suddenly revealing themselves as superheroes to go after a purse-snatcher — includes a cameo by Stan Lee, the legendary comic book writer, producer and television personality who was for a time president, then publisher, of Marvel Comics.

The TV spot, which also includes a promotion for the movie, can be viewed on Dr Pepper’s YouTube channel.

The brand’s tie-ins are designed to provide fans with an “Avengers” experience that they “can’t get anywhere else,” said Dave Fleming, Dr Pepper’s director of marketing.

In a separate, current Dr Pepper promotion, specially marked 20-ounce bottles of Dr Pepper, Diet Dr Pepper and Dr Pepper Cherry and Diet Cherry have codes under their caps that can be entered on the brand’s site for a chance to win an Xbox 360. Participants need to sign in using their Dr Pepper accounts or social logins to determine if they have won.

via MediaPost Publications Dr Pepper Ties In With ‘Marvel’s The Avengers’ 04/13/2012.

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About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.

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