Dr Pepper Custom Labels

Dr. Pepper (my personal favorite!) is launching a new campaign that will allow consumers to pick their own bottle labels. They are describing the marketing campaign as “an experience of self-expression involving the nationwide distribution of hundreds of new, limited edition, custom printed Dr Pepper 20-ounce bottles.” This campaign seems to be aimed at targeting millennials and is a spin off of the Coke campaign where consumers could pick bottles with their names on them. You can read the entire article here: http://gdusa.com/packaging/pick-your-pepper-custom-labels-encourage-self-expression The graphics are fun and whimsical and can certainly be seen as nostalgic with that throwback color palate. While I’m not sure that Dr. Pepper’s marketing department has hit it out of the park I am certainly going to pay attention to how this plays out over the rest of the summer.