Dr Pepper launches Pick Your Pepper campaign
Limited-edition labels accompanied by digital, social, in-store promotion
Dr Pepper, a brand of Plano, Texas-based Dr Pepper Snapple Group, launched its Pick Your Pepper campaign — an experience of self-expression involving the nationwide distribution of hundreds of new, limited-edition and custom-printed Dr Pepper 20-ounce bottles. Backed by a digital, social, radio and in-store campaign, Dr Pepper Pick Your Pepper puts the spotlight on individuality, encouraging consumers to choose the label that speaks uniquely to them, the company says.
Available in stores this summer, the Pick Your Pepper custom-label bottles mark the first time that the brand has shifted from its traditional trademark labeling to create a truly bespoke experience, the company says. Leveraging unique digital technology, in which text, graphics and images can be changed from one printed piece to the next in mass quantity, every case delivered by bottlers to retailers will be unique, it adds.
"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 of marketing for Dr Pepper, in a statement. "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 is inviting consumers into the Pick Your Pepper culture by encouraging them to explore the Hall of Labels and make their own, do-it-yourself Pick Your Pepper GIF at www.drpepper.com/pickyourpepper. Whether it's putting a dinosaur in space or a monster truck on cheetah print, the Pick Your Pepper experience gives consumers customization through exploration empowering them to use the label artwork to create and share 4,000 possible GIF combinations, it adds.
Additionally, the brand is working in partnership with Tinder on a new Tinder Polls feature that will tap into popular digital influencers and digital video vignettes such as Rollerskaters and Superheroes, as well as radio spots and billboards that all pull through the Pick Your Pepper spirit, the company says.