The Drum Awards for Design 2022

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Foggett's favourites from 2010: Dr Pepper

A digital competition by Dr Pepper wasn't to everyone's tastes this year, but our guest editor Tony Foggett admired its ballsiness. What's the worst that could happen? Well...

The more embarrassing you allowed Dr Pepper to be with the statuses, the more points you earned so the more likely you would be to win.

So, what was the worst that could happen? The promotion backfired when a parent complained that her 14-year-old daughter’s status had been updated with a message that made direct reference to hardcore porno '2 Girls 1 Cup'.

Despite it getting pulled, I thought there was something truly innovative about this campaign. It showed balls and did something really disruptive in a space that is occupied by its target market.