The blatant Dr. Pepper publicity campaign using the unauthorized name of Guns n` Roses to promote its product has backfired big time.
The disastrous campaign has lead to millions of G n` R fans missing out on what was promised by the company for “every American”, a free can of Dr Pepper if Axl Rose released the ‘Chinese Democracy’ album this year.Axl did, and Dr. Pepper didn’t.
Instead of making good on the promise of the free for all, Dr Pepper Snapple Group limited the giveaway to just one day and then only for people who contributed to their database online.
Rose’s lawyer Alan S. Gutman has sent Dr Pepper CEO Larry D. Young a letter of demand calling for a public apology to fans.
In his letter he states “It is essential that Dr Pepper work to repair the harm this campaign has done and make good on the promise to the American people”.
He asked that Dr Pepper run full-page ads, approved by Rose, “in The New York Times, Los Angeles Times, USA Today and The Wall Street Journal, apologising to the American public and Guns n’ Roses fans for its failure to make good on its promise to deliver free soda to every American”.
Gutman also insists that Dr Pepper “expand the redemption window for its offer in a manner that will allow greater public access to the promised soda”.
The real kicker comes down the letter. Guns n’ Roses now wants to be paid for the use of their name. “Please contact us to discuss an appropriate payment to our clients for the unauthorised use and abuse of their publicity and intellectual property rights”.
Gutman points out the commercial benefits Dr Pepper is having by the unauthorised association of its name with Guns n’ Roses. “Others say that the association with Axl Rose, especially when Dr Pepper is increasingly relying on music to market its brand, could prove invaluable ... the brand association with Guns n’ Roses and Axl Rose might be something that they would have had to pay infinitely more for than they ever could have afforded”.
The letter ends “govern yourself accordingly”.
Dr Pepper is yet to respond to the letter.
