Dr. Pepper, Dublin Dr. Pepper, Texas Tradition and a lot of Pissed-Off Fans

The Dr. Pepper Snapple (DPS for short) group has just forced the 120-year old tradition of Dublin Dr. Pepper to stop production. Unfair Park has an excellent blog giving the details of this particularly poor decision on DPS’s part. More importantly, the Dr. Pepper brand is now under duress. An immediate and severe backlash is taking shape on the Dr. Pepper Facebook page, their Twitter account and more dangerously, on spaces they do not control. And so far? Silence.

The decision was made final and acted out yesterday at 5 PM. Unless DPS comes up with an incredibly good reason as to why their international brand was threatened by this small-town company, then they are going to lose a lot of business over the next few months. And the Dr. Pepper brand will NEVER be the same again if they do not handle this situation correctly. DPS claims Dublin Dr. Pepper violated their distribution rights, but in light of the entire lawsuit, the allegations are pretty weak-sauce, especially from a PR perspective.

DPS executives might blow this off, and so far that is what they are doing on their Facebook and Twitter accounts. They were not prepared to deal with the incredible onslaught of negativity now plaguing their FB page and Twitter account. So far, as I am writing this article, they have not addressed this situation with their 11,062,677 fans on Facebook or 82,302 fans on Twitter (really, that’s all y’all have on Twitter?), which is only making it worse. If they were hoping that their stalwart fans would defend them, they were fatally mistaken. Look on their FB page, and folks claiming 40+ years of Dr. Pepper enthusiasm are tossing their loyalty and¬†paraphernalia in the trash, claiming a DP boycott. The comments are coming in the thousands and man, are they upset.

So what are you going to do Dr. Pepper? Social Media will not let you hide, that is both its beauty and its curse. ¬†Here are a couple sample snapshots of what I’m talking about.

6 thoughts on “Dr. Pepper, Dublin Dr. Pepper, Texas Tradition and a lot of Pissed-Off Fans

  1. derrik adams

    Good article. Showing how coporate greed can kill a worldwide beloved beverage. DP 23 will never have the loyalty or following Dublin DP HAS. F U DP/Snapple group.

    Reply
  2. Erik K

    This will be interesting. This may be something that blows over quickly and DPS is actually being smarter by not opening their mouths. It may be a mistake, but it doesn’t necessarily mean that they don’t have a plan behind their silence. Probably misguided, but who knows, this may simply be forgotten soon. Once the hate slows, they can have some shills post enough to their FB page to push things down. I do agree that the total lack of response is pointing towards a company unclear on how things are changing with social media.

    Reply
  3. Erik K

    Okay, so they’ve done the single stupidest thing: they’ve wiped out the comments and put up a string of silly self-promotional spots. The quick number of likes for them points to employees told to get in there and comment and ” like.” They seem to be battling the folks now using the comments area to continue the fight.

    There’s a blog for you: the ethics of wholesale sweeping of things under the rug by simply deleting all critical comments.

    Reply
  4. Richard Gozinya

    Excellent article! The fight continues on Facebook, Twitter, and beyond.

    Nothing has changed in the last 5 plus weeks since you wrote this article, except Dr Pepper has now started banning people from posting on their page, and deleting some comments with no warning. They refuse to address any comments on the page, even from consumers asking about non-Dublin Dr Pepper things, such as coupon redemption problems, their mis-directed advertising campaign for Dr Pepper 10 (hey – that’s a whole other article, are you game?) and other things. Dr Pepper is now alienating customers that have never even heard about Dublin Dr Pepper, just because they don’t know how to handle the uproar on their Facebook page.

    Your comment “Social Media will not let you hide, that is both its beauty and its curse.” is so right on the money.

    Thank you for seeing this and writing about it!

    Richard Gozinya

    Reply
  5. Mel

    Not only has DPSG not been addressing Dublin complaints – or in general – they’re not even taking serious diligence on their facebook page anymore. I’ve seen porn sites, spam and all sorts of other articles on the page.

    They only do feel good posts and comments when people ask for sponsorship help.

    DPSG is seriously losing business – I’ve been to many stores in Texas now and am barely seeing it go off the shelves. Heritage DP isn’t even selling (that’s worse than Clear Pepsi and 7Up gold), while store brands are FLYING off the shelves.

    This was by far one of the biggest mistakes DP has made, and if they think it’s not affecting them they are naive at best.

    Reply
    1. admin Post author

      I’d say it is their biggest mistake, ever. I don’t think a company with their resources can be considered naive. It’s irresponsible and arrogant at this point.

      Reply

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