A diet soda
that isn't a
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
It Feels Like I'm Having
a Sweet Treat and I'm Splurging
6B+The combined mediaimpressions for the two-yearTaco Bell breakfast campaign.
This two-year campaignwon 10+ awards,including six Cannes Lions.
24 hrThe amount of hours each daythat our competition decidedthey had to serve breakfastjust to keep up.