Dr Pepper is kicking off its Pick Your Pepper campaign this summer by releasing hundreds of label designs that will be on 20-oz. bottles of Dr Pepper.
The summer campaign celebrates millennials and their self-expression, according to a release. It gives fans a chance to let their individuality shine.
The label designs are inspired by various millennial "passion point" categories such as 90s Retro Fan, Cat Lover, Vinyl Collector, Fashionista, Gamer and many more, the release says.
"Individuality is a trait that Dr Pepper has always celebrated and, like our consumers, each of these new labels has its own unique personality," says Derek Dabrowski, director of marketing, Dr Pepper. "Dr Pepper is known for its one-of-a-kind flavor and this campaign brings that to life and encourages fans to do the same with each drink."