My Role
Conducted in-depth research on target audience demographics, market trends, and competitor strategies to inform the campaign direction.
Identified opportunities for differentiation through data analysis and insights.
Collaborated with the creative team to develop a cohesive campaign strategy aligned with Dr Pepper’s brand identity and objectives.
Team
Troy Fults (CBM)
Arielle Adens (ST)
Tahmari Tupponce (AD)
Alexander Abbot (XD)
Background
Dr Pepper, a proud Texan original, is America’s oldest major soft drink, created in 1885 by pharmacist Charles Alderton at Morrison’s Old Corner Drug Store in Waco, Texas. Crafted with a mysterious blend of 23 unique flavors, its bold and one-of-a-kind taste set it apart from other beverages. Predating Coca-Cola by a year, Dr Pepper gained national recognition at the 1904 Louisiana Purchase Exposition, where it captivated audiences with its originality.
Known for its playful and unconventional personality, Dr Pepper embraces individuality and celebrates those who dare to stand out. Its timeless "Always One of a Kind" tagline reflects the brand's commitment to uniqueness, making it a symbol of self-expression and creativity. Dr Pepper continues to thrive as an iconic American brand, loved for its rich history, innovative spirit, and ability to connect with generations of consumers
Dr Pepper brand positioning
Dr Pepper is positioned as a one-of-a-kind brand for young people with a great sense of individuality and a need for self-expression; its brand strategy revolved primarily around the themes of uniqueness and originality
Values
Team First
Deliver Big
Think Bold
Be Fearless & Fair
Audience
As Dr. Pepper has firmly entrenched itself within the Gen X demographic,
our strategic emphasis lies in catering predominantly to the Gen Z demographic, while concurrently recognizing the significance of engaging Millennials. A.K.A Pivitols (13-34).
The term “Pivotal” refers to individuals aged 13–34, encompassing Gen Z and younger Millennials.
Generational breakup of Dr Pepper's current customers in the US
Pivitols (13-34) see the expression of beauty as an outlet of liberation and individuality.
of respondents affirmed that, “the biggest change in culture today is the freedom to express yourself however you want.”
86%
of this demographic believe, ‘the way I present myself is fundamental to who I am.”
79%
of Pivitols think that “beauty isn’t just about products, and the way you look – it’s a form of cultural expression personally.”
80%
Drawing upon audience insights, our exploration into the beauty industry
unveiled Good Dye Young
as a fitting collaborator for Dr Pepper
About
Good Dye Young
Founded by Hayley Williams, Grammy Award-winning artist and lead vocalist of Paramore, Good Dye Young is a vibrant force in the beauty industry.
Born from Williams' passion for self-expression and creativity, Good Dye Young offers a range of bold and vibrant hair color products designed to inspire individuality and celebrate diversity.
Good Dye Young (GDY) caters primarily to Gen Z and Millennials, who are drawn to bold, self-expressive hair colors and value brands that promote creativity and individuality.
Why Good Dye Young?
Overlapping Audience: Good Dye Young and your brand both attract Gen Z and Millennial consumers who are highly active on social media and seek products that reflect their personal style and values. This shared audience provides opportunities for engagement through collaborative content, influencer partnerships, and cross-promotions.
Overlapping Values: Both brands champion creativity, self-expression, and individuality, resonating with young consumers who prioritize authenticity. Good Dye Young’s commitment to inclusivity, sustainability, and ethical practices aligns perfectly with a socially conscious audience that cares about the impact of their purchasing decisions.
Shared Lifestyle Focus: Good Dye Young taps into the growing trend of unconventional beauty and self-expression through vibrant hair colors, while your brand likely appeals to a similar lifestyle of boldness and personal empowerment. Together, they can inspire a culture of confidence and innovation.
Brand Loyalty: Both brands foster strong communities around their products, with customers often becoming loyal advocates. The shared sense of belonging and empowerment allows for deeper brand affinity and potential for co-branded campaigns that reinforce these relationships.
Unbottle your Bold
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Unbottle your Bold -
Unbottle Your Bold
Dr Pepper and Good Dye Young want you to express yourself with their new collab of five bold and fun hair dyes in popular colors from the soda brand. Now you can get the perfect cherry cola but for your hair.
Collab Line-up
In crafting our vibrant hair dye shades we drew inspiration from the iconic flavors and essence of Dr Pepper.
From the effervescent '23 Flavours' reminiscent of the beloved soda's secret recipe to the bold and fiery 'Cherry Soda,' each shade tells a story of indulgence and individuality.
Can It' captures the essence of Dr Pepper's signature aluminum can, while 'Doctors Note' pays homage to the beverage's medicinal roots with a rich, teal.
Out-Of-Home
Incentives
Enclosed within each package of our hair dye, customers will discover exclusive limited edition coupons.
These coupons entitle them to a complimentary Dr Pepper, perfectly matched to the flavor profile they've selected.
This initiative benefits Dr Pepper by driving foot traffic and brand engagement through complimentary drink offers, while also boosting sales for Good Dye Young.
Unbottle your Bold
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Unbottle your Bold -
Dr. Pepper X GDY
“Unbottle your Bold”
Brand Collab