Be careful what you promise
Promises, promises...
When Dr Pepper promised to give ‘everyone in America’ a free can of Dr Pepper if Guns N’ Roses released ‘Chinese Democracy’ in 2008, they probably thought (like the rest of us) that it was rather unlikely to occur. Of course, these things have a habit of coming back to haunt you. The album was finally released (after 15 years in production) on 23th November 2008.
To add to the soft drinks company’s woes - their online free drink redemption system failed last weekend, leaving many fans and customers feeling angry and let down. Dr Pepper are trying to make good on their offer, but I can’t help thinking that it’s the band who’ll come out of this better off.
The Dr Pepper brand may be getting lots of exposure, but unless they turn things around and deliver on their promise, the negative press will be damaging to the brand and its sales. Afterall, who’s going to buy a Dr Pepper when they feel entitled to a free one?
Tags: Brand, brand damage, Brand Promise, Dr Pepper, free drink offer, Guns N' Roses, Offer