The campaign includes TV, outdoor and radio and will be handled by WPP Group's Y& Advertising, New York.
The Dr Pepper derivation hits shelves July 15 and targets 12- to 24-year-olds.
Y&R handles advertising for Dr Pepper as well as its 7 Up brands.
Also in August, PepsiCo rolls out its latest teen-targeted line extension, Pepsi Blue. Coca-Cola Co. has already unveiled its new flavor, Vanilla Coke.