2008.12.02 - Dallas Business Journal - Dr Pepper Snapple Responds To GNR Debacle

Dr Pepper Snapple responds to GNR debacle

Beverage company Dr Pepper Snapple Group responded to the Guns N’Roses controversy on Tuesday after singer Axl Rose blamed the beverage giant for botching a promotional effort that promised fans free beverage coupons if they managed to log onto Dr Pepper’s Web site and sign up for a free Dr Pepper coupon during a limited period in which the company was celebrating the belated release of Guns N’Roses’ Chinese Democracy album.

During the first stretch of the campaign, free Dr Pepper seekers flooded the Web site, which caused the site to crash, making it difficult for others to sign on.

Dr Pepper extended the campaign to accommodate beverage seekers who experienced the site crash.

According to an interview given to CNN, Guns N’ Roses lawyer Laurie Soriano said the campaign and its shortcomings were wrongfully associated with Axl Rose. In the interview with CNN, Rose’s attorney said her client wants the company to make good on the offer.

In a statement Tuesday, Plano-based Dr Pepper Snapple Group (NYSE: DPS) said, “We are disappointed that GNR’s lawyers are turning a fun giveaway into a legal dispute. We simply commented on the delayed release of Chinese Democracy and openly encouraged the band to release it before the end of the year. Axl even expressed support for our efforts earlier in the year.”

The Plano company added that the management team for Guns N’Roses approached them before the campaign launch and Dr Pepper Snapple Group openly shared their promotional plans with the team.

Dr Pepper Snapple Group added that it has already taken steps to compensate fans who tried to enter the Web site during the initial leg of the promotion. The company says it extended the deadline from 24 hours to 42 hours, added a toll-free hotline for customers who experienced difficulties logging on and activated a voice recorder that is interactive and able to record promotional coupon requests. The company also said a week after the campaign, Dr Pepper Snapple continued offering coupons to anyone who experienced problems during the initial launch.

“This was one of the largest responses we have ever received for a giveaway, and we’re happy we were able to satisfy the thirst of so many Dr Pepper fans,” Dr Pepper Snapple Group said. “We wish Guns N’ Roses the best with their album.”

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