CLIENT
Keurig Dr Pepper
Andrew Springate, Chief Marketing Officer
Derek Dabrowski, VP, Brand Marketing
Eric Blackwood, VP, Media & Public Relations
Ryan Stevens, Brand Director
Katy Endo, Senior Manager, Media
Rob Sender, Senior Manager, Brand Content:
AGENCY
Ryan Lehr, Executive Creative Director:
Ross Cavin, Creative Director
Chris Adams, Creative Director
Helen Murray, Group Account Director
Adam Graves, Group Account Director
Morgan Aceino, Group Strategy Director
Megan Meloth, Executive Producer
Chip Herter, Music Director
Teri Donner, Executive Business Affairs Manager
Bennie Reed, Connections Strategy
Initiative USA
Linda Cronin, Managing Director
Bradley Feather, Group Director, Client Advice
Jennifer Hourigan, Group Director, Comms Design
SUMMARY
With over 14.3MM buyers drinking zero sugar CSDs, we had a massive opportunity to unlock category and brand growth by recruiting new treat occasions. Despite being 16 years late to the zero sugar game, Dr Pepper showed up out of nowhere and invited zero drinkers to indulge on the zero sugar they truly deserved. Our results show flavor was worth the wait by driving trial by 3.8% and repeat purchase by 46% (surpassing benchmarks after only 3 months of media), and stealing share from our biggest competitors.
