DR PEPPER
"Our fans love us, but we haven't done much to love them back. Help us thank our loyal fans, and leverage them to create new Dr Pepper lovers."
BACKGROUND
As the soft drink industry is declining due to health concerns, growing number of beverage options, etc., Dr Pepper is holding strong. Much of this is due to their extremely passionate, loyal fans.
RESEARCH
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Monitored social media sentiment
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Read "The Culting of Brands"
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Researched the psychology of communities
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Client provided consumer data (verified with online research)
AUDIENCE
It’s difficult to find one thing that unites Dr Pepper fans other than Dr Pepper because they each consider themselves one-of-a-kind, grouping them together may be offensive. So, in order to unite them, we took it back to the fundamental human need to belong.
INSIGHT
“People join groups not to conform but to become more individual. Being a part of a group creates a celebratory environment for individuals to be themselves.”
-Culting of Brands
RATIONALE
People tend to feel like they belong the most when they are with family, friends or ultimately, at home. So, we wanted to make a hometown for Dr Pepper fans to “live” and where they can let their Dr Pepper “freak flags” fly together.
CREATIVE IDEA
“Pepperville”
DIGITAL COMMUNITY
This online game-like community will allow Dr Pepper fans to create their own “Dr Pepper Utopia” together. Each building in Pepperville will let fans interact with the brand on deeper level. “The Academy” will teach the local lingo, “Town Hall” will house the “Declaration of Indepeppdence,” and in the “Diner,” fans can swap recipes made with Dr Pepper.
BRING IT TO LIFE
Once Pepperville is created by the fans online, we will bring it to life! An annual Pepperville festival that fans can visit in Texas, their annual pilgrimage to the heartland! Each year, Pepperville can be updated with what the fans create online.
 Dr Pepper Social Teaser |  Before |
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 Academy |  Local Lingo |
 After |
TEAM Kelsey Damon (AP), Michelle Kawas (AD), Shuaa Al-Harbi (AD), Humberto Belli (CW)