Year one of Lil' Sweet did a lot of heavy lifting. It let people know that Diet Dr Pepper was both sweet AND calorie free. For year two, people already knew that stuff. All we had to do was give them an occasion to indulge in the deliciously sweet sweetness of DDP.
So we found moments that represented what you could call small victories. The moments where you whisper to yourself, 'I did that,' but you hope no one hears you, because the thing you did is not really that impressive. The thing you did was, however, impressive enough to earn you a sweet treat. And that treat is a Diet Dr Pepper.
Year three is currently being concepted and produced. And while it pains us to have abandoned our Lil’ Baby, it brings us great joy to have created a character successful enough to merit a three year campaign.