We wanted a character who could deliver sweet, zero calorie Diet Dr Peppers to people in their moments of weakness. So naturally, we created Lil’ Sweet. He’s just like you and me in that he’s a child-sized rock star with the voice of an angel and the Diet Dr Pepper supply of a Diet Dr Pepper delivery man. While it was sad saying goodbye to our little friend after two years when we left Deutsch, we're proud to see him continue to thrive. The campaign won its second Effie last year, this time for a sustained campaign.