Express Your Individuality With 'Pick Your Pepper' Packaging Campaign
Millennials love nostalgia … and social media. Obviously, that's a generalization because I know plenty of millennials who don't like either, but Dr Pepper is betting on those trends. After the success of its "Pick Your Pepper" campaign last summer, it has launched the custom label campaign for a second summer in a row.
Hundreds of labels were released for the campaign, with designs featuring everything from wolves and argyle to 1980s patterns and pop culture.
“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, in a 2016 press release. “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.”
This year, consumers can unlock limited edition Snapchat filters to send to their friends. After taking a picture of the Snapchat logo on the label, the filters are unlocked for one hour of use and correspond to the label's design. From a consumer standpoint, I would love to buy more bottles — the funkier the better — and experiment to see what the other filters look like on Snapchat.
In addition to the limited edition labels and Snapchat filters, consumers can text a number with proof of purchase to choose a Dr Pepper t-shirt of their choice. Consumers can choose from a variety of t-shirt colors and designs that play off of the designs of the labels. On Instagram, consumers have been posting pictures with their bottles and t-shirts, which is essentially free advertising for the brand. Not only that, every time a Dr Pepper t-shirt is worn in public, it gets eyes on the brand.
What's great about this campaign is that the images target such a wide array of interests that there is a good probability that consumers will find at least one label that they connect with, which may in turn spur a purchase even if they don't drink Dr Pepper regularly.