ROLE
Writer
CONTRIBUTION
Insights and Strategy
Purpose and Supporting Narrative
Dr Pepper
23 MYSTERIOUS FLAVORS. 0 CORRECT GUESSES.
Good thing we didn’t have to figure out what’s in a Dr Pepper. But our job was almost as tough. With the soft drink category under fire, we had to find out why Dr Pepper matters today. After months of interviews, workshops, and trips to the birthplace in Waco, Texas, we uncovered and articulated a brand purpose that’s true and timeless.
BRAND PURPOSE & SUPPORTING NARRATIVE
Purpose guides everything Dr Pepper does: product development, advertising, employee experiences, and more. This line and the narrative below serve as the brand’s North Star. “Doctor the Ordinary” is one of my favorite lines because of its brevity and wit, and also for its relevance: It gives Dr Pepper permission to be the soda that’s worth the splurge.
The narrative brings the purpose line to life. I chose every word precisely and seamlessly flowed in the strategy points. I marked my favorite part in red.
CREDITS:
Consultancy: BrightHouse
Chief Strategy Officer: Dolly Meese
Director of Strategy: Monika Nikore
Creative Director: Mike Brady
Senior Writer: Katelyn Bottoms
Strategists: Ayan Ahmed, Fati Ahmed