Creative Work of the Week: Onion Labs records a catchy jingle for Diet Dr Pepper

Onion Labs, the in-house content and ad agency at satirical news organization, The Onion, showed off its musical prowess with an uber-catchy jingle for Diet Dr Pepper.


The song and accompanying video, ‘Crack That Pepper,’ is about rewarding yourself for accomplishing everyday mundane tasks, and its mix of fresh beats and vibrant visuals earned it the US Creative Work of the Week title, as voted by The Drum’s readers.

In the video, protagonist 23 Skinny (a nod to Dr Pepper’s blend of 23 flavors) says that he’s all about “getting things done…and when you get things done, you celebrate.” He then goes on to gloat about checking an item off his chore list, then calling his mom and celebrating his job well done with a Diet Dr Pepper.

The rest of the video, which also includes the aptly named Lil Pep as a sidekick, repeats the phrase “Crack that Pepper, crack that Diet Dr Pepper” over an infectious beat so the humor of the mundane tasks – like cleaning the floor and baking bread – is highlighted by the music.

Diet Dr Pepper’s media agency Initiative worked with Onion Labs on the project. “When I think about celebrating, a music video came right to mind,” said Eric Munn, a senior copywriter for Onion Labs and the creator of the concept. “I’ve wanted to do a parody music video ever since I joined Onion Labs and finally a brief came in and was perfect for it.”

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