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PLANO, Texas — Dr Pepper’s “Pick Your Pepper” campaign puts the spotlight on individuality to create an experience of self-expression, the company announced.
Available in stores this summer, the Pick Your Pepper limited-edition, custom-printed Dr Pepper 20-ounce bottles allow consumers to choose the label that speaks uniquely to them. The campaign marks the first time the brand has shifted from the traditional trademark labeling to create a personalized experience.
"The Pick Your Pepper labels and campaign are an exciting new program for Dr Pepper that allows us to further tap into millennials' passion for nostalgia and self-expression," said Derek Dabrowski, senior director, marketing for Dr Pepper. "By creating a variety of unique labels and immersive online, digital and social extensions, we invite our fans to celebrate their individuality and find a label that best fits their personality, mood or passion."
Dr Pepper Pick Your Pepper is supported with social, digital and traditional media programs. Through digital campaigning, Dr Pepper has partnered with Tinder, a dating app company, to leverage the new Tinder Polls feature, an influencer program that will tap into popular digital influencers and digital video vignettes, as well as radio spots and billboards.
Fans of Dr Pepper are invited to explore the “Hall of Labels” and do-it-yourself #pickyourpepper GIFs at www.drpepper.com/pickyourpepper. Through the site, consumers can customize and explore label artwork and share 4,000 possible GIF combinations.
Dr Pepper, a brand of Plano-based Dr Pepper Snapple Group, is the oldest major soft drink in the United States. It is available in 23 flavor varieties.