Creative Advertising

Lil' Sweet Slidin' Out on His Knees: The Story of Dr Pepper's Biggest Mascot

Deutsch L.A. and Keurig Dr Pepper took a risk on a character-driven campaign, and Justin Guarini delivered a refreshing victory

Lil Sweet character with a can of Diet Dr Pepper — Justin Guarini has played the tiny, ’80s-era rocker impeccably since the mascot's inception. Keurig Dr Pepper

By Shannon Miller

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

You never really see him coming. One moment, you’re standing by the snack table at a party, or sitting in the break room at your quiet office job. The next, you’re craving a fizzy beverage with just a hint of sweetness. That’s when he emerges from the shadows (or a pool, or maybe a cake) with a can of Diet Dr Pepper and an unbridled rock star’s wail—both of which drastically outsize his tiny frame.

Keurig Dr Pepper’s (KDP) Lil’ Sweet—a tiny, ’80s-era rocker played impeccably by stage performer and American Idol alum Justin Guarini—has ascended from an eccentric ad character to a bona fide pop culture moment, joining a pantheon of enduring modern-day brand mascots, including Progressive’s Flo and Geico’s Gecko, as instantly recognizable.

Shannon Miller

Shannon Miller is Adweek's managing editor of creativity, the creator economy and DEI.

Recommended articles