Appetite for procrastination

What’s the worst that can happen?

What?: Dr Pepper recently stated that it would give a free can of its soft drink to every American if Guns N’ Roses release their long-promised Chinese Democracy album in 2008.

“It took a little patience to perfect Dr Pepper’s special mix of 23 ingredients, which our fans have come to know and love. So we completely understand and empathise with Axl’s quest for perfection – for something more than the average album,” said Jaxie Alt, Dr Pepper’s Marketing Director. He went as far as saying people will refer to it as “Dr Pepper for the ears” on its eventual release. Axl Rose apparently said he was “surprised and very happy” to have the support of Dr Pepper.

So what?: The 15-years-in-the-making Guns N’ Roses album, called a “ very complex record” by Axl, has become a marketing machine all of its own. The myth is actually fueling interest far more than any ‘real’ product could. The album is bound to disappoint after such a lengthy wait, so Dr Pepper has done well to cash in on the generated interest (or disinterest, depending on how you feel) as opposed to the resulting product. After a $13M spend, the album has ‘allegedly’ been delivered this month. If so, is the US ready for a global sugar rush?

“A re-release of ‘Sweet Can Of Mine’, perhaps? Actually, I’d suggest that from a brand point of view, if anyone was to make this offer it should be Jack Daniels.”
Ant Swede, Creative Planner, FRUKT

www.gunsnroses.com