Dr Pepper asks consumers to pick their own 'Pepper'
PLANO, Texas -- Dr Pepper is encouraging consumers to choose the bottle that speaks uniquely to them with its new Pick Your Pepper campaign.
The new Dr Pepper Pick Your Pepper campaign aims to put the experience of self-expression into consumers' hands by rolling out new, limited edition, custom printed Dr Pepper 20-ounce bottles. Available in stores this summer, the Pick Your Pepper custom label bottles mark the first time that the brand has shifted from the traditional trademark labeling to create a truly bespoke experience. 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.
"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 is inviting fans to DIY their own #pickyourpepper GIF at drpepper.com/pickyourpepper. Whether it's putting a dinosaur in space or a monster truck on cheetah print, the Pick Your Pepper experience empowers consumers to use the label artwork to create and share 4,000 possible GIF combinations.
Dr Pepper Pick Your Pepper will also be supported with social, digital and traditional media programs, including a partnership with Tinder.