DIET DR PEPPER - LIL' SWEET

Lil’ Sweet is one of Dr Pepper’s most recognizable character-driven campaigns, built around a tiny glam-rock hype man with an enormous voice. The work used comedy, music and absurd confidence to make Dr Pepper’s product benefits feel memorable and entertaining.

It’s the kind of brand character that gives a campaign repeat value, turning a simple message into something fans actually want to watch again.

ACD: Andrew Kong // Curtis Petraglia
ECD: Ryan Lehr
Agency: Deutsch LA
Director: Benji Weinstein