You can say what you want about perfectionists. While Effusion has been accused of pixel paranoia and designs having to be perfect before they are sent to any client, Axel on the other hand has taken perfectionism to a whole new level.

Mrs. Butterworth has nothing on Axel who has taken his own sweet time (about 15 years) to produce his fabled album Chinese Democracy.

It was an industry joke, “yeah we’ll see that album when Hell freezes over.”

Dr Pepper banking on this joke bet in March of this year that if the album came out in 2008 they’d buy everyone on the planet a free Dr Pepper. Guess what, Axel made good on his delivery date… finally.

“We never thought this day would come,” said Tony Jacobs, Dr Pepper’s vice president of marketing.

It’s a win-win for Dr Pepper, all of the free publicity surrounding this event has more than paid for the free soda they’re giving away. It just goes to show that with a little marketing ingenuity and some careful planning they were able to ride the Guns N’ Roses night train all the way to the bank.

How can you get your creative on and capitalize on an upcoming event? Think different, it might just pay off.