Agency’s challenge:Bend the brand guidelines (within reason) to create over 150 unique bottle labels that resonate with Dr Pepper millennial consumers.
New digital production techniques allowed bottlers to print several different designs at the same time, allowing for seemingly countless customization.
Our agency started with a large list of themes, interests, graphic inspiration, etc, and designers from both the Plano and St. Louis We Are Alexanderoffices were set loose to create. Sixteen of my designs made it into the final 100+. Exceeding expectations, our Dr Pepper bottles gained large in-store footprints and outsold other summer soda programs. Several bottles were shared via social media, inspiring a few hashtags of their own. Considered a huge success, the Pick Your Pepper campaign returned in 2017 and 2018.