DR Pepper is launching new packaging in the UK for the first time in over a decade as part of a new campaign.
The Try More Weird campaign looks to showcase Dr Pepper’s ‘irreverence’ and sense of humour, with it encouraging consumers to embrace a sense of silliness and to celebrate their weird quirks.
All Dr Pepper packs have had a complete redesign as part of the campaign, with the Zero Sugar variant also taking on a new name – the drink that was once Dr Pepper Zero, will now be Dr Pepper Zerooo.
The redesign of packs features contrasting swirls comprising the brand’s ‘iconic’ burgundy and a new ‘vibrant’ hot pink, which the brand said reflects its zany personality and provides the ‘perfect vessel’ to contain a combination of 23 flavours that make up Dr Pepper’s taste.
Martin Attock, VP of commercial development at CCEP GB, said, “With its unique flavour and brand personality, Dr Pepper has an incredibly loyal fanbase. The brand is worth £167 million – retaining its position as no.2 in the flavoured carbonates segment – and is outperforming the segment with 18.2% value growth and 12.1% volume growth.
“Dr Pepper Zerooo continues to benefit from the improved taste we launched earlier this year, and is enjoying impressive 22.1% value growth and 18.1% volume growth. We’re confident Dr Pepper’s new look packs will deliver even more standout on shelf, and that the Try More Weird campaign will entertain shoppers, encourage them to embrace their individuality and keep the brand front of mind.”
