Keurig Dr Pepper

Andrew Springate, Chief Marketing Officer
Derek Dabrowski, VP Marketing
Ryan Stevens, Sr Director of Brand Marketing
Rob Sender, Sr Manager Brand Content

Deutsch LA *Lead Agency

Ryan Lehr, EVP, Executive Creative Director
Morgan Aceino, SVP, Group Strategy Director
Pete Favat, Chief Creative Officer, NA
Ross Cavin, Creative Director
Chris Adams, Creative Director
Gurbani Chadha, Associate Strategy Director
Helen Murray, SVP, Group Account Director
Adam Graves, EVP, Group Account Director
Megan Meloth, EVP, Executive Producer
Taylor Munsell, Account Executive
Teri Donner, Exec. Business Affairs Manager
Travis Swingler, Creative Director
Josh Cassidy, Associate Creative Director
Vince Feliciano, Associate Creative Director
Mitch Polatin, Group Strategy Director
Bekah Meyers, Senior Strategist

Initiaitve

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.