Dr Pepper Case Study
How we turned Dr Pepper from a legacy brand to a culture brand, and from a distant competitor to the #2 CSD:
With a unique blend of 23 flavors and a bold personality, Dr Pepper isn’t like other sodas. So we took every opportunity to behave differently - from the development of iconic brand characters, to disruptive innovation campaigns, to an in-depth understanding of College Football fandom, to fostering the most diehard advocates in the category.
Being different pays off. And after 15 years, we’re just getting started.
With a unique blend of 23 flavors and a bold personality, Dr Pepper isn’t like other sodas. So we took every opportunity to behave differently - from the development of iconic brand characters, to disruptive innovation campaigns, to an in-depth understanding of College Football fandom, to fostering the most diehard advocates in the category.
Being different pays off. And after 15 years, we’re just getting started.
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