Dr Pepper
Pair the Pepper Print Ad
Refreshing the Conversation
Dr Pepper fans were already experimenting with unconventional food pairings, sharing their discoveries across Reddit and TikTok. However, these viral conversations existed organically without direct brand engagement. The challenge was to bring this trend to life in an official capacity, tapping into the excitement while reinforcing brand affinity and encouraging even more experimentation.
The Pour-fect Picth
Inspired by the online buzz, launching the "Unexpected Pairings" print ad campaign, highlighting unique flavor combinations like Dr Pepper with beef jerky, pickles, and sushi. The bold, visually striking ads invited fans to embrace the unexpected and share their own pairings using #pairthepepper. By transforming an organic trend into an interactive experience, the campaign gave fans a sense of being seen while reshaping how they thought about Dr Pepper.
From Trend to Tradition
The campaign sparked curiosity and engagement, encouraging consumers to experiment and share their discoveries, strengthening their connection with the brand. By positioning Dr Pepper as a versatile and adventurous beverage, the campaign reinforced brand loyalty while potentially driving sales, without the need for a new product launch.
Disclaimer: This is a mock campaign