Dr Pepper Unveils 'Pick Your Pepper' Custom Labels

Dr Pepper launched its "Pick Your Pepper" campaign - an experience of self-expression involving the nationwide distribution of hundreds of new, limited edition, custom printed Dr Pepper 20-ounce bottles. Backed by a digital, social, radio and in-store campaign, Dr Pepper "Pick Your Pepper"  consumers to choose the label that speaks uniquely to them.

Available in stores this summer, the "Pick Your Pepper" custom label bottles mark the first time that the brand has shifted from the traditional trademark labeling. Leveraging unique digital technology in which text, graphics and images can be changed from one printed piece to the next in mass quantity, every case delivered by bottlers to retailers will be unique.

"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," says Derek Dabrowski, senior director, marketing for Dr Pepper. "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."

Dr Pepper invites fans to explore the Hall of Labels and DIY their own #pickyourpepper GIF at www.drpepper.com/pickyourpepper. 

Dr Pepper "Pick Your Pepper" is supported with social, digital and traditional media programs. One of which includes a  partnership with Tinder leveraging their new Tinder Polls feature, an influencer program that will tap into popular digital influencers and digital video vignettes such as Rollerskaters and Superheroes, as well as radio spots and billboards.