KISS Help Dr Pepper's First-Quarter Gains
May 7, 2010, 14 years ago
According to Natalie Zmuda from Adage.com, Dr Pepper Snapple Group is attributing big first-quarter volume gains to heavy marketing spending. The marketer of brands such as Dr Pepper, Canada Dry, 7Up and Mott's boosted first-quarter media spending by 25% and says it plans to increase its second-quarter outlay by about 20%, or $25 million.
In the first quarter, brands such as Canada Dry benefited from a campaign touting it as "Made from real ginger." The brand saw volume jump by 10%. Dr Pepper, which saw volume rise 3%, appeared in its first-ever Super Bowl ad, starring Gene Simmons. The spot promoted Dr Pepper Cherry, which was cited, along with Dr Pepper Heritage, which uses cane sugar instead of high fructose corn syrup, as contributors to the brand's growth.
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