Kal Reasons
October 2023
Dr. Pepper is a household soda brand that has been distributing beverages to consumers for over a century. Inspiring knock-off brands, creating legal battles, and forging partnerships with other major brands such as Coca-Cola and Keurig have helped lead to their immense success. However, their extensive advertising campaigns are also major contributing factors. One character that has debatable success has been Lil’ Sweet, played by Jeff Guarini beginning in 2015. As a mascot for Diet Dr. Pepper originally, Lil’ Sweet’s image as a “tiny rockstar” has been both memorable and despised by some consumers while representing the brand.
Appearing in commercials and web campaigns such as “The One You Deserve,” the American Idol runner-up is living out his singing sensation dreams, just not in the way he anticipated. In 2015, he was struggling to find work and had two young children, so he turned down the initial audition. Because of the pushing of his manager, however, he went through with it. In one interview, he described his struggles in the industry with being noticed and finding momentum and how he just acted like a fool because he did not care anymore. This was what Dr. Pepper was looking for, and Lil’ Sweet was born.
Using quippy sound marks such as “It’s the Sweet One,” gawdy attire that is meant to be an amalgamation of every 80’s rocker trend with a bright maroon wig, and a high-pitched falsetto in a variety of circumstances helps build a larger perspective around humor targeted towards middle-aged adults. Personally, I have always been loyal to the Dr. Pepper brand to the point I don’t drink any other sodas. However, I am relatively neutral when it comes to Lil’ Sweet. He is memorable, but for me, he can be more irritating than funny at times. This could be in part because of an extensive saturation of the same gimmick to try to create another Flo or Jake, but I do not feel it’s as effective without being constantly adaptable. Boxing Lil’ Sweet into only being an 80s rocker without other memorable surrounding cast members makes it difficult to not become stale very quickly. (For a successful campaign in the 18-35yo demographic, check out Yung Gravy’s collab with the brand.)
While I do not like the Lil’ Sweet character entirely, he has been successful for both the company and collaborators. I appreciate Dr. Pepper’s risk in trying to make humor the focus and it branches out past their typical sports-oriented advertising campaigns. By sparking conversation and using a memorable brand image, Lil’ Sweet has become the iconic character Dr. Pepper sought to create. What do you think about the character?
Sources:
DR. PEPPER IS SUING COKE ON TRADEMARK - The New York Times (nytimes.com)
Dr Pepper TV Spot, 'The One You Deserve' Featuring Justin Guarini - iSpot.tv
Justin Guarini Makes Silly Return to Dr. Pepper Commercials as Lil' Sweet (talentrecap.com)
Dr Pepper Lil Sweet Commercials Compilation Justin Guarini - YouTube
Justin Guarini reveals how he became Lil' Sweet - YouTube
Lil' Sweet (Advertising) - TV Tropes
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