Issue link: http://osercommunicationsgroup.uberflip.com/i/265891
C h a i n D r u g s t o r e D a i l y M o n d a y, A p r i l 2 2 , 2 0 1 3 4 From its iconic "I'm a Pepper" jingle to the recent "One of a Kind" declarations from fans, Dr Pepper's advertising has always celebrated originality and indi- viduality. The company recently announced the launch of its latest advertising campaign, entitled "/1," or "one of one." Featuring real people and real one-of-a-kind stories, the "/1" commercials aim to dig deeper into the roots of what makes Dr Pepper fans truly unique—not just one in a billion, but one of one. Each spot in the "/1" campaign will follow an inspiring individual to reveal, through a series of descending statis- tics, why he or she is truly one of a kind – including Justin "Nordic Thunder" Howard, a 2011 U.S. Air Guitar cham- pion and YouTube sensation known for his dynamic personality and perform- ance style; Mikaela Mayer, a profes- sional model turned Olympic female boxing hopeful; Misty Copeland, a Boys & Girls Club alumna and soloist for the prestigious American Ballet Theatre; Jen Mayfield, a suburban mom of five by day, roller derby queen by night; and Armando Cristian Perez, an American rapper, songwriter, actor, and record producer, known better by his stage name, Pitbull. "Now, in an age of YouTube stars, Tumblr and Twitter, people more than ever are putting their individuality out into the world," said Leslie Vesper, Director of Marketing for Dr Pepper. "That's why the '/1' campaign features real people with real stories that make them like no one else—in hopes to inspire more people to live their one-of- a-kind lives, a sentiment that Dr Pepper has shared since its beginning." The first two "/1" spots debuted on Jan. 1 and featured the inspiring personal stories of Mikaela Mayer and Jen Mayfield. Dr Pepper released a high- energy, 60-second montage ad that cele- brated the "one of a kindness" in all of us during the Discover BCS National Championship Game Jan. 7, nationally televised on ESPN. Created by Deutsch LA, the cam- paign is supported by an integrated mar- keting campaign that includes national television and online media. About Dr Pepper Dr Pepper, a brand of Dr Pepper Snapple Group (NYSE: DPS), is the oldest major soft drink in the United States. Since 1885, the 23 flavors of Dr Pepper have DR PEPPER '/1' CAMPAIGN SPOTLIGHTS REAL PEOPLE WITH REAL ONE-OF-A-KIND STORIES Kicking off 2013, Red Carpet Manicure (RCM) strutted down the runway at Mercedes Benz's New York Fashion Week. Seen by hundreds of spectators on the hands of models at the Nicholas K and Noon by Noor shows, the company unveiled its newest shades, meeting the demand for cutting-edge colors. The new shades, which capture fash- ion-forward trends from the runways of Milan to the haute streets of New York City, are part of two new Red Carpet Manicure collections—the European Collection and the Designer Collection. Marketers say the com- pany's European Collection caters to the refined nail lover looking for a more RED CARPET MANICURE'S NEWEST COLLECTION BRINGS RUNWAY NAIL TRENDS TO THE DIY REALM Continued on Page 17 Continued on Page 17 Lee M. Oser CEO and Editor-in-Chief Lyle Sapp Senior Associate Publisher Director of Sales Kate Seymour Senior Associate Publisher Kim Forrester Jeff Rosano Associate Publishers Lorrie Baumann Editorial Director Hayden Neeley Jazmine Woodberry Associate Editors Janice Bauer Art Director Yasmine Brown Graphic Designer Ruth Haltiwanger Nicholas Travassos Traffic Managers Lynn Hilton Account Manager Enrico Cecchi European Sales Chain Drugstore Daily is published by Oser Communications Group ©2013. All rights reserved. Executive and editorial offices at: 1877 N. Kolb Road, Tucson, AZ 85715 520.721.1300/Fax: 520.721.6300 www.oser.com European offices located at Lungarno Benvenuto Cellini, 11, 50125 Florence, Italy AN INDEPENDENT PUBLICATION NOT AFFILIATED WITH NACDS