Dr Pepper launches new label campaign

Backed by a 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 digital technology, 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.’

Consumers can explore Dr Pepper’s Hall of Labels at www.drpepper.com/pickyourpepper and create their own #pickyourpepper GIF through more than 4,000 possible GIFs.