Dr Pepper

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

SERVICES

Brand strategy

Identity design

Packaging design

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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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After

Before

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