Dr Pepper ran exhaustive tests and found if you drink it slower, it tastes less overwhelmingly sweet. The science was real but sounded like hooey. so we hired hooey doctors to share the news. sales went up 3% in a soda market that was down by 5. Diet Dr Pepper had the opposite problem. People wanted it to taste as sweet as the original...which it does...but no one believed it. So we put the DDP delivery man in 'I Exist!' a support group of fantastical beings, all whom are very real but not believed in. Between these two campaigns more than 20 spots were made. I like these the best.