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Dr Pepper

Iconic and inexplicable. Dr Pepper is the Marmite of the cola category. 


Brand strategy

Identity design

Packaging design


Coca Cola UK wanted to generate increased sales by bringing Dr Pepper into the mainstream and create a powerful world-class brand. Often confused with other Colas, Dr Pepper needed to define its own space within the carbonates fixture

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Extensive consumer research uncovered the insight that consumers used Dr Pepper more like a countline or snack rather than a thirst-quenching drink. People would choose a Dr Pepper as a mid-morning sweet treat. It delivers a reward much like chocolate. This was driven by its curious and complex flavour profile and thicker mouth feel. We looked at numerous designs exploring ways to amplify this perception of a more curious and complex taste perception.

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Sales increased 36%
following re-launch

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