The Diet Dr Pepper idea was born late one night in a hotel parking lot after an off-site 7UP meeting. The client approached my partner and I and told us, quite frankly, that she was unhappy with the agency handling their Diet Dr Pepper business. She challenged us to come up with an idea within five days because she needed finished work in three weeks. Holy crap. We always brainstormed by walking around at night, and for some strange reason, we always wound up near dumpsters and garbage. Go figure. Anyway, somewhere between the hotel’s kitchen waste and the service entrance, we stumbled upon the idea that - because DDP has such a rich, decadent taste, it’s was more like an indulgent dessert or a treat than a soft drink. And the fact that it’s a diet drink gave us all the irony we needed. We quickly fleshed out a campaign and sold what became the most lauded work in the brand’s history, a cannes finalist and a favorite within the halls of Dr Pepper. Over its three year life-span, just desserts must go to a whole team of creatives who loved working on a product that, for once, truly lived up to its advertising and hopefully, vice versa.