Dr Pepper creatively grows a brand fans love to love

Dr Pepper understands its consumers, it understands itself—and has put the two together in fun and experiential ways. This recipe has led to big returns for the 139-year-old soft drink brand, which made headlines earlier this year for catching rival Pepsi (regular formula) as the second-most popular soft drink brand to Coca-Cola, while building on its reputation as a brand fans love to love. Ads such as “Skatelife Crisis,” from longtime agency Deutsch LA, showcase the special bond among Pepper drinkers. See America's Hottest Brands 20 brands that are trending in 2024 Click here Fans also love to play with Dr Pepper, with trends such as the “dirty soda” and more recently, Dr Pepper with pickles, taking off on TikTok. “I think we have a great base to play from,” said Andrew Springate, Dr Pepper’s chief marketing officer. “We have 23 flavors, which means you got a lot of stuff in the fundamental DNA of the product. And I think that has blended well with a lot of different flavors.” Two flavor extensions, the Yung Gravy-endorsed Strawberries and Cream and Creamy Coconut, were inspired by “dirty sodas.” A spicy version known as Dr Pepper Hot Take was released last year but available only to members of the brand’s Pepper Perks loyalty club. A Dr Pepper ice cream with Blue Bell generated millions in sales since its release last year, Springate said. The brand also collaborated with Nestlé’s Coffee-Mate on a coconut lime creamer meant to be mixed with Dr Pepper. “We really, fundamentally understand our brand really well, so we’re very true to how people see it,” Springate said. “We’ve always had a unique, one-of-a-kind taste. And we've been incredibly consistent in communicating that and I think that’s really paid off for us.” See America's Hottest Brands 20 brands that are trending in 2024 Click here

Dr Pepper creatively grows a brand fans love to love

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