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Dr Pepper, Y&R Roll Out Red Fusion

Published on .

Red Fustion: "Who's Your Soda?"
Tonight during Fox's telecast of the Teen Choice Awards, Dr Pepper and Y&R/New York will break a new campaign for Red Fusion, a teen-seeking flavor extension that mixes fruit flavors into the Dr Pepper formula.

The drink is itself the star of the four 15-second spots -- directed by Backyard Production's Kevin Smith -- as it slings hip-hop boasts and barbs at the competition, declaring itself "the lone wolf, the loose cannon, the underboss, the rogue cop." Each spot ends with the new brand's brazen tag: "Who's Your Soda?"

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