The majority of the value in this activity has probably already been realised by Dr Pepper, after challenging Axl Rose to get the new GNR album out before the end of the year. If the album does get released in time, then Dr Pepper will give every single person in the US a free can of drink. So you can imagine the debate in the boardroom:
CEO: “Do you realise HOW MUCH that is going to cost!”
Mktg: “Yeah, but do you realise HOW LONG that album is taking to come out? He won’t do it, so it won’t cost us anything, don’t worry.”
CEO: “Are you sure?”
Mktg: “Yes, and look at all the FREE PR we’re getting. If the album doesn’t come out, we don’t look bad either, and can get some brownie points by giving the cans away anyway. More PR.”
It’s a risky strategy, as there is no obvious brand fit with Dr Pepper and GNR, and could well become a worst-case example of the risks of aligning with celebrity, given just how much of a nutcase Axl Rose is!