I’ve always had a soft spot in my heart for soft drink advertising. As a naturalized Texan, I’ve always been pulling for Dr Pepper (even though my soft drink of choice is Coca Cola). Dr Pepper’s ads have, over the years, shown flashes of brilliance (think “I’m a Pepper, You’re a Pepper) and at times been so generic as to blend into the background of mediocrity. Lately, Dr Pepper’s marketing has been floundering in that sea of “me-too”ism. Just tonight, I saw a new spot, with a new slogan, new pitchman, and new attitude. And it’s brilliant.

Ladies and Gentlemen, may I give you the return of another Doctor – Dr. Frasier Crane. 

Kelsey Grammer (in my book, an under-appreciated actor, comedian, and patriot) reprises his Frasier character, last seen as a radio talk show host, waxing rhapsodic about the virtues of drinking Dr Pepper slowly, so as to savor the flavors. His reverie is interrupted by a caller – who else – the ex-Mrs. Crane, Lilith (voiced off-camera by the multi-talented Bebe Neuwirth). The spot it funny, but it also resonates with a core message – call it ‘savor the flavor’ – with a pitchman is who delivers that message with style and flair. 

I can envision a series of Frasier spots, with other Frasier regulars calling in – Peri Gilpin, David Hyde Pierce, Jane Leeves, John Mahoney – reinforcing the message, and giving this campaign legs. 

While taking beloved sitcom characters out of their shows and into ads is not an original idea, this example is very well done, and a pitch-perfect blend of character, script, execution, and on-message synergy. Would that Coke, Pepsi, and 7-Up would return to ads that grab your attention, instead of the current fad of pandering to special effects houses, corporate egos, and flash-in-the-pan PopTartlet endorsements. 

As for me, if Dr Pepper’s spots continue to be this good, I might have to consider becoming a Pepper, too.