Dr Pepper has launched its Pick Your Pepper campaign—an experience of self-expression involving the nationwide distribution of hundreds of new, limited-edition, custom printed Dr Pepper 20-ounce bottles. Backed by a robust 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.
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," says 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 invites fans into the Pick Your Pepper culture, from unicorn lovers to fishing fanatics, and encourages them to explore the Hall of Labels and DIY their own #pickyourpepper 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.
Dr Pepper Pick Your Pepper is supported with social, digital and traditional media programs. One of which includes a partnership with Tinder leveraging their new Tinder Polls feature, an influencer program 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.