Dante Carrillo
In 2011, Dr. Pepper's ad campaign for its new drink, Dr. Pepper Ten, targeted men by creating a Facebook page exclusively for men and using gunmetal grey packaging to appeal to the male gaze. The ad campaign was called It's not for women. Interestingly, 40% of people who tried the drink during this time were women. In one Reddit post, a user humorously compared Dr. Pepper to a nerdy neurosurgeon who likes to read non-fiction in his spare time, contrasting him with Mr. Pibb, an amateur lumberjack.
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What You'll Learn
Justin Guarini, the Diet Dr Pepper commercial star
Justin Guarini, the singer, songwriter, and actor, is the star of the Diet Dr Pepper commercial. Born Justin Eldrin Bell in Columbus, Georgia, on October 28, 1978, Guarini began his musical journey at the age of four when he joined the Atlanta Boy Choir. He continued to pursue his passion for music and performance throughout his school years, singing in choirs and taking on lead roles in theatre productions. In 1996, he became the lead soloist in the award-winning a cappella group The Midnight Voices, with whom he released an independent album in 1999.
Guarini's talent and dedication led him to study vocal performance and theatre in Philadelphia and New York. In 2002, he auditioned for the first season of American Idol, where he impressed the judges and ultimately became the runner-up, losing to Kelly Clarkson in the final round. Despite this, Guarini's journey in the competition opened doors to new opportunities. He went on to sign with 19 Management and landed a record deal with RCA, releasing his eponymous album in June 2003.
However, it was not just his music that caught the public eye. Guarini's acting skills also shone through, and he co-starred with Kelly Clarkson in the movie "From Justin to Kelly." Although the film received mixed reviews, Guarini's performance stood out. In December 2003, Guarini was dropped from RCA Records, but he continued to pursue his passion for music and acting. He independently released his second album, "Stranger Things Have Happened," in 2005 through his own production company, Justice Entertainment, Ltd.
In addition to his music and acting career, Guarini has also ventured into television. Early American Idol fans may recognize him as the star of the Diet Dr Pepper commercial, where he portrays the fictional miniature musician Lil' Sweet. In the commercial, Guarini, dressed in a red wig and shiny metallic pants, slides in on his knees to offer a can of Diet Dr Pepper to a woman looking for a low-calorie but sweet beverage. With a playful response, he sings, "No, Lil' Sweet is self-employed." Guarini's appearance in the commercial adds to his diverse portfolio and showcases his ability to take on unique and memorable roles.
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Guarini's acting career
The lumberjack in the Diet Dr Pepper commercial is played by actor and model Matthew Guarini. Guarini's acting career has spanned both television and film, with a particular focus on commercial work. He has become known for his distinctive look and versatile performances across a range of genres.
Guarini's career began in front of the camera, modeling for print and runway campaigns. His unique look, with his distinctive beard and rugged features, soon gained attention, and he was signed by a top modeling agency. This exposure led to his first on-screen roles, and he quickly became a sought-after commercial actor.
One of his earliest notable roles was in a national commercial for a leading car brand, where he played a adventurous and free-spirited driver. This role showcased his ability to embody a character and connect with an audience. From there, Guarini went on to land roles in several high-profile commercials, including for a popular beer brand, where his charm and humor were on full display.
However, it was his role in the Diet Dr Pepper commercial that truly launched him into the spotlight. As the lumberjack, Guarini brought a sense of humor and likeability to the character, and his performance gained widespread attention. This led to further success in the industry, with Guarini booking roles in several feature films and television shows.
He has appeared in independent films, bringing depth and complexity to his characters. In one such film, he played a struggling artist, a role that allowed him to showcase his dramatic range. Guarini has also had guest-starring roles in popular television series, including a crime drama and a sci-fi show, where he played a mysterious and intriguing character.
Throughout his career, Guarini has continued to model and has graced the covers of magazines. His success and versatility have made him a sought-after talent, and he continues to build an impressive body of work. With his unique look and undeniable talent, Guarini is sure to continue to captivate audiences and leave a lasting impression in the entertainment industry.
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Guarini's music career
Justin Guarini, the singer and actor who plays the character Lil' Sweet in the Dr. Pepper commercials, began his musical career at a very young age. Born on October 28, 1978, in Georgia, Guarini started singing with the Atlanta Boy Choir at the age of four. Throughout high school and college, he continued to perform on stage and learned to play the piano, guitar, and banjo. Guarini went on to study vocal performance and theatre in Philadelphia and New York. In 2002, he auditioned for the first season of American Idol, where he finished as the first runner-up, losing to Kelly Clarkson.
Following his success on American Idol, Guarini was offered a role on Broadway but chose to pursue a recording career instead. He signed with 19 Management and landed a record deal with RCA. Guarini has since released several albums and singles, showcasing his powerful vocals and versatile musical style. In addition to his music career, Guarini has also acted in various productions, including Broadway shows and television commercials.
One of Guarini's most notable roles is his portrayal of Lil' Sweet in the Dr. Pepper commercials. Lil' Sweet is a fictional miniature musician who has appeared in Dr. Pepper advertisements since 2015. Guarini's character is often depicted in comedic situations, such as sliding into frame on his knees, wearing a red wig and shiny metallic pants. In one commercial, Lil' Sweet hands a woman a Diet Dr. Pepper and sings his response when she asks if he works in the office. With his talent and versatility, Guarini brings a unique and entertaining presence to the ads.
In addition to his work in the Dr. Pepper commercials, Guarini has also pursued other acting opportunities. He has appeared in various television shows and films, as well as on Broadway. Guarini's acting career has allowed him to showcase his versatility and talent in front of the camera, complementing his successful music career. Guarini's ability to portray memorable characters, such as Lil' Sweet, has endeared him to audiences and solidified his place in the entertainment industry.
Throughout his music career, Guarini has continued to evolve as an artist, exploring different genres and collaborating with various musicians. He has released multiple albums and performed in concerts and shows, captivating audiences with his powerful vocals and dynamic stage presence. Guarini's dedication to his craft and his willingness to take on new challenges have established him as a versatile and respected musician. His journey from the Atlanta Boy Choir to the national stage is a testament to his passion and talent.
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David Naughton's 1984 Diet Dr Pepper commercial
David Walsh Naughton, born on February 13, 1951, is an American actor and singer. He starred in a blockbuster Dr Pepper ad campaign, "Be a Pepper", which premiered in 1977. Over a four-year period, he cranked out multiple "Be a Pepper" commercials, occasionally joined by famous faces such as Charlie Rich, Mickey Rooney, and even Popeye the Sailor Man. Naughton's commercials were a big deal and made a big splash. They were also a crucial financial lifeline for a young performer looking for his big break.
Naughton returned to Dr Pepper in 1988 for a Diet Dr Pepper spot that referenced his Pied Piper past. In 2010, he led a flash mob onto the bustling floor of the New York Stock Exchange for a "Be a Pepper" breakdown to celebrate Dr Pepper's 125th anniversary.
Although Naughton was out of the Dr. Pepper game by 1984, he did test for a Diet Dr. Pepper commercial that year. However, it didn't work out.
Naughton is best known for his starring roles in the horror film "An American Werewolf in London" (1981) and the Disney comedy "Midnight Madness" (1980). He also starred in the short-lived sitcom "Makin' It" and sang its hit theme song, which gave him a Top 5 hit on the Billboard charts.
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Dr Pepper's controversial 2011 ad campaign
In 2011, Dr Pepper launched a controversial ad campaign for its new diet soft drink, Dr Pepper Ten. The campaign, which included a TV commercial and a men-only Facebook page, explicitly stated that the drink was "not for women". The cans and labels for the drink were designed in "gunmetal gray" to appeal to men.
The commercial, created by advertising agency Deutsch, featured a man wielding a laser gun in a jungle setting. The man addresses the camera, saying, "Hey ladies! Enjoying the film? Of course not! Because this is our movie! And Dr Pepper TEN is our soda!". The commercial also highlighted that the soda had only ten "manly calories" while retaining all twenty-three of Dr Pepper’s flavors.
The campaign was met with mixed reactions. Some criticised it for its sexist messaging and potential for backlash, while others recognised it as a parody of machismo. According to Jim Trebilcock, executive vice president of marketing for Dr Pepper, "women get the joke", but the ambiguous nature of the joke itself made this a questionable claim.
Despite the controversy, the campaign seemed to achieve its goal of generating buzz and attracting attention to the brand.
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Frequently asked questions
There is no lumberjack in the Diet Dr Pepper commercial. However, there is a reference to a lumberjack in a Facebook post on Dr Pepper Ten's male-only Facebook page from 2011.
The man in the ad campaign is a replica of Dr Pepper named Mr. Pibb.
The ad campaign tried to get men to drink Dr Pepper by appealing to their masculinity.
