In what is quite possibly the lamest move ever, Dr Pepper has decided to shut down operations for Dublin Dr Pepper in Dublin, Texas. The plant has been bottling Dr Pepper made with real cane sugar since 1891, even when almost every other bottler in the US switched to high-fructose corn syrup in the 80s. Since then the Dublin Dr Pepper has become a thing of Texas lore - Dr Pepper purists insist on it’s superiority and restaurants brag that serve it. Well, used to anyway.
On January 12th, 2012, it was announced that Dublin Dr Pepper will no longer be produced after the Dublin Dr Pepper Bottling Co. settled the trademark dispute instigated by the Dr Pepper Snapple Group. (Wikipedia) Apparently, the parent company felt a need to protect their trademark and other bottlers from the terrible mis-use happening in Dublin. I’m guessing these are the same people who signed off on the Dr Pepper Ten campaign. Ugh.
As someone who works in advertising, it kills me to see brands do things like this. And as a Texan, it hurts me to see Dr Pepper doing it. They had something with the sub-brand of Dublin that other brands would kill for: authenticity. They could have added depth and emotion to their larger brand by marketing Dublin instead of shutting it down.
The good news is that the plant in Dublin will continue bottling other drinks, and the town will still have it’s annual Dr Pepper Festival where they crown Miss Pretty Peggy Pepper. In the meantime, you can grab a six-pack of Dublin on ebay for around $50.
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