Dr. Pepper has launched a new campaign in Quebec, the first from the Canada Dry Mott’s brand to be targeted directly at the French market.

With media and creative from DentsuBos, the multi-platform campaign is running across TV, online, OOH, print and radio. Bernard Yeung, brand manager, Dr Pepper, Crush at Canada Dry Mott’s, tells MiC the brand launched the campaign to deliver a one-of-a-kind message to the market that suits its unique tastes.

Targeting people aged 18 to 24, creative in the campaign plays off the tagline of “Unique, one of a kind” with visuals like a dancing doctor helping to quench the thirst of some people moving furniture.

“People know about the brand, but it wasn’t top of mind for people in Quebec,” he says. “We wanted to create a campaign that would resonate well with people there and also take a different approach from other CPGs who usually just translate their English spots for the market.”

TV spots in the campaign will run until August, with other pieces like OOH being in market until the end of the month and a sampling program launching from June to August.

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