Coca-Cola Europacific Partners (CCEP) has refreshed the taste of Dr Pepper Zero with an accompanying sampling and marketing campaign.
The new taste comes as the Dr Pepper brand is the number-two flavoured carbonates brand in the UK, worth £150m, and is outperforming the segment in value growth.
Sampling activity will take place at universities and through food delivery services, and will be supported by a targeted outdoor and social media campaign.
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Martin Attock, vice president of commercial development at CCEP, said: “We know that taste is the number-one consumption driver for Dr Pepper fans, and we’ve identified an exciting opportunity to make our Zero variant taste even better, with no significant taste difference between the regular variant.
“Thanks to its unique taste, Dr Pepper enjoys one of the highest repeat purchase rates in the flavoured carbonates segment – which indicates the loyalty of its fanbase and the opportunity we unlock by driving awareness and trial.
“We’re starting the year as we mean to go on with Dr Pepper, and have big plans to keep investing in the brand after it became the number-two flavoured carbonate brand in 2022.”
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