Dr Pepper Invites Consumers to Celebrate Self-Expression with New Limited Edition “Pick Your Pepper” Custom Labels
Dr Pepper One of a Kind 20-ounce Dr Pepper Bottle Labels and Digital Campaign
Jun 13, 2016

PLANO, Texas (June 13, 2016) – Today, Dr Pepper launches its Pick Your Pepper campaign - an experience of self-expression involving the nationwide distribution of hundreds of new, limited edition, custom printed Dr Pepper 20-ounce bottles. Backed by a robust digital, social, radio and in-store campaign, Dr Pepper Pick Your Pepper puts the spotlight on individuality, encouraging consumers to choose the label that speaks uniquely to them.

Available in stores this summer, the Pick Your Pepper custom label bottles mark the first time that the brand has shifted from the traditional trademark labeling to create a truly bespoke experience. Leveraging unique digital technology in which text, graphics and images can be changed from one printed piece to the next in mass quantity, every case delivered by bottlers to retailers will be unique.

“The Pick Your Pepper labels and campaign are an exciting new program for Dr Pepper that allows us to further tap into millennials’ passion for nostalgia and self-expression,” said Derek Dabrowski, senior director, marketing for Dr Pepper. “By creating a variety of unique labels and immersive online, digital and social extensions, we invite our fans to celebrate their individuality and find a label that best fits their personality, mood or passion.”

Dr Pepper invites fans into the Pick Your Pepper culture, from unicorn lovers to fishing fanatics, and encourages them to explore the Hall of Labels and DIY their own #pickyourpepper GIF at www.drpepper/pickyourpepper.com. Whether it’s putting a dinosaur in space or a monster truck on cheetah print, the Pick Your Pepper experience gives consumers customization through exploration empowering them to use the label artwork to create and share 4,000 possible GIF combinations. 

Dr Pepper Pick Your Pepper is supported with social, digital and traditional media programs. One of which includes a  partnership with Tinder leveraging their new Tinder Polls feature, an influencer program that will tap into popular digital influencers and digital video vignettes such as Rollerskaters and Superheroes, as well as radio spots and billboards, that all pull through the Pick Your Pepper spirit.

Pick one up today at your local retailer. Unique designs. One delicious taste. So many ways to Pick Your Pepper. To learn more about Dr Pepper Pick Your Pepper, visit www.DrPepper.com/pickyourpepper.

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About Dr Pepper

Dr Pepper, a brand of Dr Pepper Snapple Group (NYSE: DPS), is the oldest major soft drink in the United States. Since 1885, the 23 flavors of Dr Pepper have earned legions of fans that enjoy its unique, refreshing taste. The brand is available in Regular, Diet, 10 calorie, Caffeine Free and Cherry varieties. DPS is a leading producer of flavored beverages, marketing Dr Pepper and 50-plus other beverage brands across North America and the Caribbean. For more information, visit DrPepper.com or DrPepperSnapple.com. For the brand's latest news and updates, follow Dr Pepper at Facebook.com/DrPepper or Twitter.com/DrPepper.