MARKETING: Likable Lilliputian

Madison Avenue's stock formula for a TV commercial is made up of varying parts of humor and pixy dust, with perhaps a base of fact. That formula has worked spectacularly for Dr Pepper, a fruit-flavored soft drink that has been a staple for generations in the South and Southwest, but was unknown elsewhere five years ago. Since then it has expanded nationwide, taking chunks of such sophisticated markets as New York, Chicago and Los Angeles away from Coke and Pepsi. Its chief assault has been made by an ad campaign that presents...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!