More Fit For 'Democracy': Dr Pepper or Mountain Dew -- by Nate Winter

It's official, Dr Pepper owes every person in America a can of its peppery carbonated goodness. Why? Because on November 23rd Guns N' Roses is set to deliver its latest album, "Chinese Democracy"-- a work that has been in progress for 15 years.

Back in March, Dr. Pepper announced that if GNR frontman Axl Rose released the album before the end of 2008, it would give a free Dr Pepper to everyone in the U.S. . That's roughly 300 million cans of Dr Pepper. I think it's important to note that the announcement had a very irreverent tone. It suggested that the release of the record was an enormous long shot, but gave people a reason to hope. Or to care about the record release at all. Ketchum, Dr Pepper's PR agency, even set up a blog at www.chinesedemocracywhen.blogspot.com, allowing fans of Dr Pepper, Guns N' Roses or both to leave notes of encouragement for Axl in the hopes of convincing him to finish the album. Back in March, my only thought was, "This is a good tactic for getting some press that will cost Dr Pepper nothing."

Now I question the value of this promotional tactic from a branding perspective. There is suspicion as to whether Dr Pepper has actually been associated with the release of the album all along. One point of possible congruency is that Chinese Democracy hits stores Nov. 23 and Dr Pepper is known for its combination of 23 flavors. But even if such an association exists (albeit a loose one) it still lacks the brand voice of Dr Pepper.

Whether Dr Pepper has a formal agreement with the record release or not, I scratch my head over what brand values are shared by Guns N' Roses and Dr Pepper. What makes this more than a totally arbitrary match up between marketer and cultural event? I just don't see it.

What I do see is a hugely missed opportunity for another beverage brand: Mountain Dew. Dew has just released 3 new flavors and is encouraging Dew drinkers to vote for their favorite. The most popular flavor will become a permanent fixture of the Mountain Dew portfolio. The name of this new campaign: DEWmocracy. Already the potential for collaboration with Chinese Democracy is obvious, and far more profound than a coincidence of the number 23.

Then recall the irreverent attitude of the promotion from the outset. It fits Mountain Dew's extreme sports, devil-may-care brand personality so much better than Dr Pepper's. While Dr Pepper drinkers, who tend to be older, probably loved Guns N' Roses in its hey day, Mountain Dew drinkers would leap at the chance to taunt the reclusive, washed-up and borderline maniacal Axl Rose.

The mismatch of this Dr Pepper promotion is so glaring that, were it not November, I'd swear this was an April Fools publicity stunt. And it begs the question of the album's reception. If it flops will Dr Pepper continue to project no association with it? And if it succeeds, will Dr Pepper suddenly claim association to capitalize on the halo effect?

I believe that sometime between now and the monumental soda giveaway, further information will be released that explains this seemingly brand-meaningless course of events.

-- Nate Winter