Today, cult beverage Dr Pepper is re-launching its brand in Great Britain, with an all-new design and its first campaign in over a decade.
Dr Pepper has long been known for its irreverence, with campaigns that showcase the brand’s sense of humour and encourage a sense of silliness. The Try More Weird campaign encourages people to embrace their weird quirks and the things that make them brilliantly wacky, and includes sponsorship, experiential, shopper activation, PR and influencer engagement.
To coincide with the launch of the campaign, all Dr Pepper packs have had a complete redesign, with the Zero Sugar variant also taking on a new naming convention. The drink that was once Dr Pepper Zero will now be Dr Pepper Zerooo – zero sugar with extra ooo!
The redesign features contrasting swirls comprising the brand’s iconic burgundy and a new, vibrant, hot pink, reflecting Dr Pepper’s zany personality and providing the perfect vessel to contain a combination of 23 flavours that make up the brand’s distinctive, impossible-to-describe taste.
Martin Attock, vice-present of commercial development at CCEP GB said: “With its unique flavour and brand personality, Dr Pepper has an incredibly loyal fanbase. The brand is worth £167m – retaining its position as no.2 in the flavoured carbonates segment – and is outperforming the segment with 18.2 per cent value growth and 12.1 per cent volume growth.
“Dr Pepper Zerooo continues to benefit from the improved taste we launched earlier this year, and is enjoying impressive 22.1% value growth and 18.1% volume growth[4]. We’re confident Dr Pepper’s new look packs will deliver even more standout on shelf, and that the Try More Weird campaign will entertain shoppers, encourage them to embrace their individuality and keep the brand front of mind.”
With no added sugar, Dr Pepper Zerooo is a unique flavour sensation with zero calories and zero sugar. The product is available in 500ml and 2L PET bottles alongside 330ml cans (including in multipacks) nationwide.
