CLIENT
Keurig Dr Pepper
Andrew Springate, Chief Marketing Officer
Derek Dabrowski, VP, Brand Marketing and Content
Ryan Stevens, Senior Director of Brand Marketing
Ryan Webb, Manager of Brand Marketing
Rob Sender, Manager of Integrated Content
AGENCY
Adam Graves, Group Account Director
Helen Murray, SVP, Account Director
Taylor Reid, VP, Account Director
Nikki Yoerg, Senior Account Executive
Josh Cassidy, Associate Creative Director
Pete Favat, Chief Creative Officer
Vince Feliciano, Associate Creative Director
Brett Craig, Chief Creative Officer
Megan Meloth, Executive Integrated Producer
Ryan Lehr, Executive Creative Director
Morgan Aceino, VP, Strategy Director
Travis Swingler, Creative Director
Bekah Meyers, Senior Strategist
Mitch Polatin, Group Strategy Director
Teri Donner, Executive Business Manager
Caviar
Initiative Media (NY)
SUMMARY
In hopes of defying a struggling category, Dr Pepper renewed their College Football sponsorship. There were many things we couldn’t do around the game, like show players or logos. But there was much we could do around fans. Instead of focusing on the field, we turned our attention to the bleachers, parking lots and couches of America to celebrate the irrationality of fans. We became the Gatorade of fandom and, despite soda sales declining for the 14th consecutive year, we saw an unprecedented +3.4% lift in dollar sales.
