diet dr pepper • content

We Put Tight Leather Pants
on Diet Soda

A diet soda
that isn't a
compromise.

A diet
soda that
isn't a
compromise.

As diet soda sales slumped in the US, our Lil’ Sweet campaign for Diet Dr Pepper has become a cultural and sales superstar by leaning into what makes Diet Dr Pepper so different: its sweet taste. People say they love Diet Dr Pepper because it never feels like a compromise—it’s a treat in its own right.

So we created Lil’ Sweet, a small but sexy rock star to sing the praises of our product and remind people of its deliciously sweet taste. Our petite front man represents the product attributes – literally. Lil’ Sweet has done some pretty heavy lifting. We hit a sweet spot with audiences, translating into both a brand and cultural success.

It Feels Like

I'm Having a

Sweet Treat and

I'm Splurging on

Myself.

- Jeff Beer, FastCompany

It Feels Like I'm Having

a Sweet Treat and I'm Splurging

on Myself.

- Jeff Beer, FastCompany

Results

  • 6B+

    The combined media
    impressions for the two-year
    Taco Bell breakfast campaign.
  • This two-year campaign
    won 10+ awards,
    including six Cannes Lions.
  • 24 hr

    The amount of hours each day
    that our competition decided
    they had to serve breakfast
    just to keep up.

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