What's the worst that could happen..?

The next stage of Coca‑Cola Great Britain's 2010 campaign for teen-centric brand 'Dr Pepper' launches today as part of the new multi-platform brand campaign around its potent and award winning creative 'What's the Worst that Could Happen?'. Embodying the heart of the brand's daring and youthful personality, the fully integrated activity spans digital, TVC, on- pack and sponsorship.

As part of the brand's first ever standalone online push, a Facebook community has launched through a dedicated UK fan page, packed full of comedy and embarrassment. The next phase of the Facebook work goes live today and takes the form of a bespoke Facebook app, the very first of its kind. The app gives you the chance to win £1000 every week, if you choose to let Dr Pepper update your Facebook status on your behalf. The updates are chosen at random from a bank of embarrassing options ranging from the mildly embarrassing? (e.g. Lost my special blankie. How will I go sleepies?) to embarrassing (e.g. what's wrong with peeing in the shower?) to the seriously embarrassing (e.g. never heard of it described as "cute" before.) The more embarrassing you are prepared for the update to be, the better your chance of winning the cash. The competition runs for ten weeks, hosted at www.facebook.com/drpepperuk.

This is the continuation of the 'What's the Worst that Could Happen?' campaign idea, this time on Facebook and continues to bring to life, the jam-packed interactive hub which includes a dedicated news feed and hosts brand content. The Facebook activity was kicked off with a tactical piece of video content that was shot, edited and seeded in one day, April Fool's Day.

On Chatroulette, Dr Pepper created a good humoured film for April Fool's Day to prank the audience. The plan played on the idea that male teens use the site to try and flirt with girls, the host on the Chatroulette site was an American styled cheerleader who would dance for the viewer. As the dance developed the cheerleader would encourage the viewer to interact through small embarrassing tasks, then finally would introduce her friend to the performance. It was not the dance they were expecting as it was an elderly man dressed as a cheerleader! Once they had been let in on the joke the unsuspecting viewers agreed to have their footage used. The resulting video was seeded online and has had video and it has had 300,000 views to date. The film can be watched here: http://www.youtube.com/watch?v=0zn7TeISq0k.

A CCGB spokesperson comments, "We are really aiming to bring to life Dr Pepper's ethos 'What's the Worst that Could Happen?' through Facebook, and give teens a fun, personal experience to talk about amongst their peer group."

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For more information, please contact:

Melanie Bryant 020 7908 6542 / mbryant@lexispr.com

Jessica Silver 020 7908 6545 / jsilver@lexispr.com