Dr Pepper's Unique Summer Promotion
Campaign embraces individuality with label designs
PLANO, Texas -- This June, Dr Pepper will kick off its Pick Your Pepper campaign by releasing hundreds of unique label designs on 20-ounce bottles of Dr Pepper soda. The summer campaign "celebrates millennial self-expression and gives Dr Pepper fans a chance to let their individuality shine every time they grab a bottle," the company said.
The label designs are inspired by various millennial “passion point” categories, such as 90s Retro Fan, Cat Lover, Vinyl Collector, Fashionista, Gamer and others.
“Individuality is a trait that Dr Pepper has always celebrated and, like our consumers, each of these new labels has its own unique personality,” said Derek Dabrowski, director of marketing, Dr Pepper. “Dr Pepper is known for its one-of-a-kind flavor, and this campaign brings that to life and encourages fans to do the same with each drink.”
Every case of Dr Pepper regular delivered by bottlers to retailers will feature a unique combination of designs. The new labels go in market this June and will be supported with social, digital and traditional media.