CLIENT
Keurig Dr Pepper
Andrew Springate, SVP, Chief Marketing Officer
Derek Dabrowski, VP, Brand Marketing
Eric Blackwood, VP, Media & Public Relations
Ryan Stevens, Brand Director
Katy Endo, Senior Manager
Rob Sender, Senior Manager, Brand Content
AGENCY
Ryan Lehr, Executive Creative Director
Ross Cavin, Creative Director
Chris Adam, Creative Director
Bennie Reed, Director of Connections Strategy
Gurbani Chadha, Associate Strategy Director
Josh Noa, Senior Strategist
Helen Murray, Group Account Director
Megan Meloth, Executive Producer
Gabriela Farias, Director of Intergrated Business Affairs
Adam Graves, Group Account Director
Initiative USA
Linda Cronin, Managing Director
Bradley Feather, Group Director, Client Advice
Jennifer Hourigan, Group Director, Comms Design
SUMMARY
Dr Pepper set out to make Dr Pepper synonymous with College Football –without players, teams, or logos. For CFB fans, their seemingly illogical behavior is the difference between a win or loss. Every detail matters. As the fuel College Football fandom, Dr Pepper introduced "Fansville", a parody about a town of die-hard fans and their irrational love of college football and Dr Pepper. Despite covid-19 related complications, Dr Pepper saw continued growth in year 3 of Fansville, with a sales increase in the double digits.
