15 August 2014 - 12:03pm | posted by | 0 comments

Dr Pepper banks on YouTube and Buzzfeed native ads for summer campaign

Coca-Cola owned drinks brand Dr Pepper has launched a new summer campaign leveraging bloggers and Buzzfeed to target its core 16 to 24 audience.

The campaign, created by MediaCom Beyond Advertising and Channel Flip, will offer a fresh take on Dr Pepper’s iconic ‘What’s The Worst That Could Happen?’ creative, working with popular YouTube channel presenters as media partners to produce a comedy video.

Comedian and YouTuber Stuart Ashen (known as ‘Ashens’) will front the video and is joined by a raft of vloggers including Dan Howell and Phil Lester, with viewers able to interact throughout.

The drink’s brand is expecting the video, which went live today, to reach a potential audience of 7.5 million channel subscribers via the partnership.

Christina Lecky, Coca-Cola’s NWEN brand manager, said: “Dr Pepper has a well-established and successful concept with ‘What’s The Worst That Could Happen?’ and it is great to be able to give it a new digital twist with this YouTuber media partnership.

“This fun and creative new campaign offers teens and young adults the opportunity to enjoy the playful side of life in their favourite online environment.”

Dr Pepper also has a native advertising partnership with Buzzfeed planned to launch this week, which will drive awareness of the campaign amongst the publisher’s readership.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

THE CO-OPERATIVE BANK BRAND ADVERTISING CAMPAIGN

30/10/2014
Creating a brand campaign for a high street bank is always...

Rock of Ages on Tour

30/10/2014
CONTRACT START/END DATE September/October 2014 DESCRIPTION...

Reed Learning Personalisation with Sitecore

30/10/2014
Reed Learning, a leading provider of training courses and ...

First-time cruisers? It soon becomes a long-term love-in…

29/10/2014
Since July 2013, Cruise Nation and Rooster PR have been on...

Brand Campaign for 123RF

28/10/2014
The Challenge Help 123RF stand out against big-name image...