Why I’m Not Buying Diet Dr. Pepper

By way of Jason Calacanis I discovered the calculated “user-generated, viral” video linked below. As chance would have it, I’m also reading Joseph Jaffe’s “Join the Conversation” today and so perhaps I’m a bit more critical than I normally would be about Diet Dr. Pepper’s attempt at hijacking a user-generated viral video, “Chocolate Rain.”

This is the kind of calculated crap that Jaffe writes about at length and will not sell much product. Why? Because the brand message is at the end of the tedious video and will not be seen my many viewers. It’s just too painful to see Tay Zonday be mocked by the ad agency that somehow convinced Dr. Pepper this was a good idea.

Note to Diet Dr. Pepper Cherry Chocolate Brand Director: read “Join the Conversation” immediately; then fire current agency and hire someone like Jaffe’s crayon.

If you haven’t yet seen this travesty, here you go:

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6 Comments

  1. I’m not sure I agree with your comment that the agency is mocking Tay. If anything, Tay is mocking himself and getting paid to do so.

    Throwing some money at YouTube celebrities and tying a brand to their shtick seems like a win-win to me.

  2. I’m not sure I agree with your comment that the agency is mocking Tay. If anything, Tay is mocking himself and getting paid to do so.

    Throwing some money at YouTube celebrities and tying a brand to their shtick seems like a win-win to me.

  3. I think Tay THINKS he’s being self-mocking but as the video gets more and more ridiculous I think it gets to a point of making him look used. The point of view of the creative turns from self-mocking his You Tube 15-minutes of fame to making him the butt of the joke.

    I hope he made a lot of money on this as that would be the only positive out of this fiasco.

  4. I think Tay THINKS he’s being self-mocking but as the video gets more and more ridiculous I think it gets to a point of making him look used. The point of view of the creative turns from self-mocking his You Tube 15-minutes of fame to making him the butt of the joke.

    I hope he made a lot of money on this as that would be the only positive out of this fiasco.

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