Dr Pepper Campaign Goes Mainstream

DALLAS - Dr Pepper Co. plans to increase spending 5% to $62 million in 1994 behind a new campaign breaking nationally this month. While the 'Just what the doctor ordered' tagline continues, a new Americana theme will move the company's flagship brand closer to the mainstream image it's been working to project since the late '80s. Four new TV spots from Young & Rubicam/N.Y. combine a downhome spirit with irreverence. Variations of the song 'Part of Me' weave through the spots.
Copyright Adweek L.P. (1993)