Label campaign launches to cater to millennials

Posted: June 13, 2016

Dr Pepper launches 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-oz. 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."