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Thanks to Parks and Recreation, we’re living in the Treat Yourself era. And Diet Dr Pepper is capitalizing on it in a new campaign encouraging people to do just that—with a rap that you won’t be able to get out of your head for days afterward.
The campaign, “Celebrate Your Sweet Successes With The Sweet Reward of Diet Dr Pepper,” comes to life in a music video for the original tune, “Crack that Pepper.” It was created by Onion Labs, the in-house content agency arm of the satirical publication The Onion, in partnership with media agency Initiative.
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