Dr Pepper: Socialising an icon beyond the shelves
The Question
FMCG products including soft drinks sell in enormous volumes, and brands have learned how to build distinctive products boldly packaged on shelves.
But how can a brand like Dr Pepper command more of a place in people’s lives away from the point of purchase?
The Thinking
Dr Pepper is well known and loved.
Deeply familiar to many, it has a set of brand characteristics built in the minds of consumers over the years.
Let’s take this personality, exaggerate it, and use it to find a place in conversations where it can make an impact beyond the shelves.
The Answer
Using TikTok as the primary platform, we built a cult of personality for Dr Pepper, giving it meme-level status in society.
We reached beyond ads and owned channels, activating a proactive content strategy, meaningfully engaging with our new communities.
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