Dr Pepper Omits 'Under God' in Patriotic Can Promo - Analysis
THIS ALL amounts to much ado about nothing at this late date (I'm writing these words in July 2002). The advertising campaign discussed above ended in February 2002.
Dr Pepper/Seven Up, Inc. launched its "special edition" Dr Pepper packaging in late 2001, emblazoning its cans with an image of the Statue of Liberty and a snippet from the Pledge of Allegiance "to show the world that we are a united nation of people who place a high value upon freedom," according to a statement from the company.The snippet read: "One nation ... Indivisible," conspicuously omitting the words "under God." Christian groups objected from the outset, accusing the soda company of succumbing to "anti-Christian political correctness."
Though none of the offending cans could still be found on store shelves by mid-2002, controversy over an appellate court ruling against the constitutionality of the phrase "under God" in the U.S. flag salute prompted a resurgence of the email forwarding campaign. The point is still moot; the "One nation ... Indivisible" promotion is over and done with.
Company statement
In an online statement, Dr Pepper/Seven Up defended its abridgment of the Pledge of Allegiance as follows:
Feb. 5, 2002A Note to Dr Pepper Consumers:
In recent days, several news media outlets in the country have reported on a special edition Dr Pepper can that was created to show support for the patriotic fervor that has been sweeping America since the tragic events of Sept. 11, 2001, and to show the world that we are a united nation of people who place a high value upon freedom.
Much of the information being circulated on this subject is incomplete or inaccurate. Here are the facts:
The can, released last November, features an image of the Statue of Liberty along with the words "One Nation ... Indivisible." The special packaging was designed to reflect our pride in this country's determination to stand together as one. The Statue of Liberty and Pledge of Allegiance were chosen as two of the greatest symbols of American freedom.
Due to space limitations on the can, only a few of the 31 words from the Pledge of Allegiance could be used. The available area for graphics limited the amount of verbiage on the can. Of the 31 words in the Pledge of Allegiance, only three were included. More than 90 percent were not included.
We at Dr Pepper/Seven Up strongly believe that the message on these cans is a resoundingly patriotic, bipartisan message that we are a united nation.
More than 41 million special edition cans were ordered by Dr Pepper bottlers in portions of a dozen states. Because the limited edition patriotic was retired in February, you will soon see regular packaging graphics for Dr Pepper at your local retail stores.
Sincerely,
Dr Pepper/Seven Up, Inc.
Last updated: 07/17/02
