Dr Pepper gets new pack design and campaign

The sugar-free variety is now called Dr Pepper Zerooo, supported by 'Try more weird', the brand's first campaign in more than a decade

dr pepper relaunch

Coca-Cola Europacific Partners GB (CCEP GB) has relaunched Dr Pepper in Great Britain with a new pack design and its first campaign in more than a decade, ‘Try more weird’.

The redesign features contrasting swirls of burgundy and pink, and the Zero Sugar variant has been renamed Dr Pepper Zerooo.

Meanwhile, the ‘Try more weird’ campaign encourages people to embrace their quirks. It includes sponsorship, experiences and influencer marketing.

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Martin Attock, vice-president of commercial development at CCEP GB, said: “With its unique flavour and brand personality, Dr Pepper has an incredibly loyal fanbase. The brand is worth £167m – retaining its position as number two in the flavoured carbonates segment – and is outperforming the segment with 18.2% value growth and 12.1% volume growth.

“Dr Pepper Zerooo continues to benefit from the improved taste we launched earlier this year, and is enjoying impressive 22.1% value growth and 18.1% volume growth. We’re confident Dr Pepper’s new look packs will deliver even more standout on shelf, and that the Try More Weird campaign will entertain shoppers, encourage them to embrace their individuality and keep the brand front of mind.”

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