YARDS OF GRAPEVINE | Movies, TV, Oscars & S'more

A recent Dr. Pepper Facebook ad, depicting the evolution of the soft drink along with the evolution of man, has some Christian groups outraged. On the tails of Chick-Fil-A’s similar, but very different, open stance against gay marriage, one has to wonder how corporate efforts to penetrate an ever-shrinking marketplace will continue to divide as much as entice. The irony, of course, is in how telling a discourse this contention really is. The black and white, liberal vs. conservative debate has strayed from the hot button topics such as the death penalty or abortion and into support of one consumerist, unhealthy piece of merchandise or another. I know, I know, it’s actually about what these corporate giants stand for, but are we wasting our breath worrying about their opinions? Corporate influence has never been more pronounced, so perhaps not.

The recent Dr. Pepper ad had me thinking of another one of the brand’s ads from earlier this year:

I was sure that the usage of “Occupy Wall Street”-like production design would spark a tizzy. Instead, this commercial seemed to fly under the radar, though it does spell a subtle shift in tides for soft drink companies.

In the commercial, young people (and this is the key) are seen wearing t-shirts that promote his or her “one of a kind” individuality. One shirt says, “I’m a dreamer,” as though linking the fight for civil rights to the mostly student loan debt induced Occupy movements. The playful protest posturing is a glaring metaphor for the global unrest we’ve seen in the past two years.

While Dr. Pepper may be privately owned, it takes it’s lead from the likes of partial non-competitors such as PepsiCo and Coca-Cola. The latter may only trail Nike for name brand recognition in the way of corporate evilness. Coca-Cola is the most recognized brand in the world, therefore, the reach must not only appeal to Americans but to a growing global audience. Young people buy products, young people want to believe they are different, and young people are the most likely to denounce religion for more “practical” ways of living, so the newest ad from Dr. Pepper only makes sense within this marketing model.

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