Dr Pepper Football

Art Direction, Packaging Design, Point of Sale, Merchandising Displays

Agency’s challenge: With college football season being the largest marketing push of the year for Dr Pepper, culminating in already-iconic Halftime tuition giveaways, deliver a campaign that is much bigger than just the Halftime event.

Understanding that Dr Pepper has already been changing the lives of college students through their tuition giveaways, our agency suggested treating past tuition winners like celebrity athletes. By highlighting that real students were actual winners and on their ways to making their post-graduation dreams come true, we encouraged consumers to enter the contest by sharing inspiring stories of their own.

The strategies and some of the creative established for 2011’s promotion were brought back several years as a part of this legacy program.