COCA-COLA Europacific Partners has unveiled a new and ‘improved’ taste for Dr Pepper Zero as it aims to unlock continued growth for the brand.
Made from 100% recycled plastic and being 100% recyclable, the Dr Pepper Zero bottles will feature the tag ‘new taste’ to notify consumers of the change.
The Dr Pepper range is worth over £150 million, with the Zero variation growing at a rate of 21.1% in value over the last year, which Coca-Cola Europacific Partners said is due to the demand for zero sugar drinks.
Consumers are set to be able to sample the drink’s new taste at universities and through food delivery services. The sampling activity will be supported by a targeted out-of-home and social media advertising campaign, to engage young adult shoppers and ensure Dr Pepper is ‘front of mind’.
Martin Attock, VP of commercial development at Coca-Cola Europacific Partners, said, “We know that taste is the number one consumption driver for Dr Pepper fans, and we’ve identified an exciting opportunity to make our Zero variant taste even better, with no significant taste difference between the regular variant.
“Thanks to its unique taste, Dr Pepper enjoys one of the highest repeat purchase rates in the flavoured carbonates segment – which indicates the loyalty of its fanbase, and the opportunity we unlock by driving awareness and trial.
“We’re starting the year as we mean to go on with Dr Pepper, and have big plans to keep investing in the brand after it became the no.2 flavoured carbonate brand in 2022.”
