Dr Pepper is launching a limited time flavor extension, Cherry Chocolate Diet Dr Pepper. While that sounds completely unappetizing to me, this viral video for the new product is very tasty:
With over 300,000 views since it was posted last night, this is clearly what success looks like for viral marketing.
Which is a little strange, I admit.
Building off of the success of Tay Zonday and his original Chocolate Rain video, Dr Pepper adds its product into the mix without making the video seem too marketing-focused or losing any of the off-beat humor.
More importantly, it doesn’t look like an ad. I mean, it’s a man who looks like Steve Urkel and has a voice like Al Green…and they splash a squirrel with chocolate.
I don’t get that part, but it’s the kind of humor that spreads like wildfire on the internet, and the kind of humor that marketers too often ignore because they want to talk about their product, its benefits and all those boring things that make consumers ignore them.
Dr Pepper recognized the traction that Tay Zonday was getting, saw a confluence of interest and asked him to do a video. They gave him a lot of freedom for the video production and it shows.
Which is surely why so many people are watching it.
Y&R is the agency of record for Dr Pepper, but, wouldn’t you know it, they were not involved in this. At all. Good job, guys.