These are some of the things we were able to implement:
Front magazine ran with a hole in the 'O' on the front cover which, up until this point, was used by editorial to highlight something on the contents spread on pages 2 and 3. We re-sized the creative to fit the hole and the central Dr.Pepper character from our campaign then had his face on the magazines' front cover!
We also ran a promotion with Live&Kicking and Top Of The Pop's magazines - offering behind the scenes passes to the shows. Based around User Generated content (nearly 10 years before it became de rigeur), the competition asked readers to send in images of themselves in unusual situations with a Dr.Pepper.
Dr.Pepper User Generated Content competition in Top Of The Pops and Live & Kicking magazines
There were also around 50,000 unbranded sample cans left from various Dr.Pepper PR events over the summer. These were unbranded (working in line with the Dr.Pepper 'to try it is to love it' idea) and as part of our promotion we were able to negotiate that these cans were included as samplers in the magazines' polybags. This was the first time a soft drink had sampled in this way and the cans worked well alongside our competition.