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Editor: D. A. Jeremy Telman
Valparaiso Univ. Law School

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Tuesday, October 28, 2008

At Last, A Soft-Drink Company that Keeps Its Word

Dr_pepperOkay, first a little background. There is a group of musicians that calls itself Guns N' Roses. The band is quite popular, but it has not released a studio recording since 1991. Recently, Guns N' Roses announced that it would be releasing a new album called Chinese Democracy, and this announcement created a considerable stir. For reasons that remain obscure. the makers of the soft drink, Dr. Pepper, promised a free soda to every American (in Indiana, Americans must show a picture I.D. in order to qualify for the offer), if the new recording was released before the end of 2008.

According to Billboard.com, this is how the company explained its marketing strategy:

"It took a little patience to perfect Dr Pepper's special mix of 23 ingredients, which our fans have come to know and love," Dr Pepper director of marketing Jaxie Alt says. "So we completely understand and empathize with Axl's quest for perfection -- for something more than the average album. We know once it's released, people will refer to it as 'Dr Pepper for the ears' because it will be such a refreshing blend of rich, bold sounds - an instant classic."

When the release date was announced, a Dr. Pepper spokesman was clearly abashed: "We never thought this day would come," he explained. I guess when it comes to a band like Guns N' Roses, double-daring really works.

MTV Newsroom now reports that "Chinese Democracy" will be released on November23rd, and Dr. Pepper will make good on its word. In order to collect your free soda, all you have to do is visit the Dr. Pepper website on the release date, November 23, 2008, and log on. You can read all about it on a special blog created in connection with the offer. Once the company has collected all relevant information about you, it will send you a coupon which you can present at any store and then collect your free soda.

[Jeremy Telman]

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