23 MYSTERIOUS FLAVORS. 0 CORRECT GUESSES.
Good thing we only had to figure out why Dr Pepper matters today, not what’s in it. We began in Waco, Texas, soaking in the brand’s fascinating history, and we wrapped up the research phase by exploring human needs with subject matter experts. I worked alongside strategists to uncover the purpose. Then I wrote a narrative to illuminate it and guide innovation, advertising, and social impact.
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