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Dr Pepper unveils ‘pants or prizes’ campaign

Dr Pepper launched its ‘pants or prizes’ campaign at the weekend by breaking the Guinness World Record for the amount of people fitting in a giant pair of pants.

At Thorpe Park in Surrey, 169 people managed to fit into the giant branded pair of pants to launch the campaign, which encourages consumers to text the ring-pull code for the change to win either a great prize, such us an HDTV, or one of over 400,000 Dr Pepper pants.

The campaign is supported by radio stations KISS, the hits and smash! hits radio, as well as digital and experiential activity taking place.

Fans of the Dr Pepper Facebook page can add a branded pants graphic to a photo of themselves and upload it to the Dr Pepper ‘Hall of Fame’ online gallery.

Zoe Howorth, market activation director for Coca-Cola Great Britain, said: “Teen communication is at the heart of the Dr Pepper brand and we’re excited to be building on our ‘Pants or Prizes’ activity for 2012 to amplify the ‘What’s the Worst That Could Happen’ platform. Consumers will be invited to engage with Dr Pepper on and offline, enjoying great prizes or winning Dr Pepper pants to be proud of.”

The campaign also offers consumers the chance to star in their very own ‘Best Day of High School’ video. Launching on 2 April, the video connects to the viewer’s Facebook profile to include their name, photos and Facebook friends to show what the ‘Best Day of High School’ looks like through a first person narrative with a Dr Pepper twist.