Who's a Pepper Now?
Most of you can doubtless recall Dr. Pepper's ubiquitous "Be a Pepper" ad campaign of the 1970s (All together now: "I'm a Pepper, He's a Pepper, She's a Pepper, We're a Pepper, Wouldn't You Like to be a Pepper, Too?"). Though the good Doctor officially retired the slogan in the mid-'80s, it's still a mainstay of life, popping up everywhere from sitcoms and movies to, er, blogs ... and the TV ads can, of course, still be viewed on YouTube. (Whatever happened to David Naughton, anyhow?)
Dr. Pepper has since tried out a number of messages (including the less-than-transcendent "Authentic blend of 23 flavors" and the numbingly bland "I Want It All"), none of which have given "Be a Pepper" a run for its money.
That got me thinking: when is it time for a company to change its brand motto? If you've got something that works -- that maybe has even penetrated people's everyday conversation -- should you try to update it at some point, or let it be?
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