London, 21st August 2023: Today, cult beverage Dr Pepper is re-launching its brand in Great Britain, with an all-new design and its first campaign in over a decade.
The brand’s distinctive burgundy packaging has been updated to be more reflective of what’s inside - a liquid that’s ooozing weirdness with a surprising, delicious flavour awaiting the tastebuds of those who throw caution to the weird.
The Try More Weird campaign, the brand’s first in over a decade, encourages people to embrace their weird quirks; the things that make them brilliantly wacky. Dr Pepper has long been known for its irreverence, with campaigns that showcase the brand’s sense of humour and encourage a sense of silliness. The Try More Weird campaign brings to life the fact that weird is, and always has been, in Dr Pepper’s DNA, with the new campaign encouraging people to take the plunge into weirdness and go out of their comfort zone to try something new.
To coincide with the launch of the campaign, all Dr Pepper packs have had a complete redesign, with the Zero Sugar offer also taking on a new naming convention. The drink that was once Dr Pepper Zero will now be Dr Pepper Zerooo – zero sugar with extra ooo! The redesign features contrasting swirls comprising the brand’s iconic burgundy and a new, vibrant, hot pink, reflecting Dr Pepper’s zany personality and providing the perfect vessel to contain a combo of 23 flavours that make up the brand’s distinctive, impossible to describe taste.
Charlotte Walsham, Dr Pepper’s Brand Manager said, “Dr Pepper has a very loyal fan base, and we want to celebrate them with a big come-back campaign! Try More Weird is a new take on our iconic ‘What’s The Worst That Could Happen’ campaign, updating it with a positive spin that encourages people to let go of their inhibitions and give new things a go. This is all about joy and adventure and embracing your individuality with confidence. Following the introduction of our new and improved formula last year, we are taking Dr Pepper a step further with a new design that better reflects our brilliantly bonkers brand.”
Try More Weird is the first marketing campaign in ten years, which includes sponsorship, experiential, shopper activation, PR and influencer, with more to come in 2023.
With no added sugar, Dr Pepper Zerooo is a unique flavour sensation with zero calories and zero sugar. The product is available in 500ml and 2L PET bottles alongside 330ml cans (including in multipacks) nationwide.
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About The Coca‑Cola Company
Coca‑Cola Great Britain is responsible for marketing 13 brands and over 55 products to consumers across Great Britain. Led by Coca‑Cola, one of the world's most valuable and recognisable brands, our company portfolio includes Fanta, Sprite, Dr Pepper, Oasis, glaceau smartwater, Schweppes and Powerade. The Company is committed to a World Without Waste. All its packaging is recyclable, and it has a global goal to collect and recycle every one of its bottles or cans by 2030.