Deutsch Brings Back Lil’Sweet Character for Diet Dr. Pepper

By Erik Oster 

Deutsch brings back Lil’ Sweet, the diminutive, Prince-esque character played by Justin Guarini, for two spots for Diet Dr. Pepper. 

The two 30-second broadcast spots present Diet Dr. Pepper as a sweet reward for hard work. The recent “Laundry” features the Prince-esque character “spinning out of the spin cycle” while a man folds laundry. Lil’ Sweet tells him he deserves a Diet Dr. Pepper as a reward, before revealing his ambiguous relationship with his wife. In “Playhouse,” which aired earlier this month, Lil’ Sweet pops out of the “big old house” he built for his daughter (who runs away screaming at the sight of the character) with just “a tiny tool.” The bizarre character, Chapelle’s Show sketch meets Old Space craziness,  illustrates the ambiguous “sweet reward” selling point which fails to adequately differentiate Diet Dr. Pepper from rival brands, but the ads are certainly memorable.


Client: Dr Pepper Snapple Group/Diet Dr Pepper
Jim Trebilcock – Chief Marketing Officer
Jaxie Alt – SVP, Director of Marketing
Derek Dabrowsk – Director – Dr Pepper
Scott Smith – Brand Manager – Diet Dr Pepper
Michael Johnson – Associate Brand Manager, Diet Dr Pepper
Shaun Nichols – VP, Integrated Content
Sharon Leath – Director, Integrated Content
Amanda Breaux – Manager, Integrated Content:


Agency: Deutsch
Chief Creative Officer, North America: Pete Favat
Executive Creative Director: Brett Craig
Creative Director: Ryan Lehr
Creative Director: Erick Mangali
Senior Art Director: Chris Adams
Senior Copywriter: Ross Cavin
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Megan Meloth
Senior Integrated Producer: Lauren May:
Account Management Credits:
Group Account Director: Adam Graves
Account Director: Helen Murray
Account Supervisor: Kyle Webster
Senior Account Executive: Kate DeMallie
Account Coordinator: Alex Neiman:

Account Planning:
Group Planning Director: Mitch Polatin
Associate Planning Director: Jessica Friedman
Account Planner: Sabena Suri:

Business Affairs/Traffic:
Director of Integrated Business Affairs: Abilino Guillermo
Senior Business Affairs Manager: Teri Donner:
Director or Broadcast Traffic: Carie Bonillo
Broadcast Traffic/Talent Payment Coordinator: Terence Dowling:

CEO, North America: Mike Sheldon
President, Los Angeles: Kim Getty

Live Action Production Company: Tool of North America
Director: Benji Weinstein
Managing Director-Live Action / Executive Producer: Oliver Fuselier
Executive Producer: Lori Stonebraker
Line Producer: Jason Manz

Editorial Company: Cut + Run
Editor: Frank Effron
Assistant Editor: Connie Chuang
Executive Producer: Carr Schilling
Head of Production: Amburr Farls
Producer: Annabelle Dunbar-Whittaker

Post/VFX: Method
Executive Producer: Robert Owens
VFX Producer: Jennie Burnett Fischer
On Set VFX Supervisor: Vernon WIlbert
Lead Flame Artist: Noah Caddis
Lead Flame Artist: Matt Welch
Flame Artist: Sean Wilson
Roto/Paint Artists: Stephanie Sweeney
Crystle Schrecengost
Pam Gonzales
Kenneth Lui
YunMi Ahn

Color: CO3
Colorist: Siggy Ferstl
Senior Color Producer: Matt Moran

Composed Music, Credits and Track Info: Stock music licensed from Music Beyond

Sound Design/Audio Post Company: Lime Studios
Sound Designer/Mixer: Mark Meyuhas
Assistant: Peter Lapinski
Executive Producer: Susie Boyajan

Shoot Location: Pasadena and Van Nuys, CA (Nov. 9-13, 2015)