Dr. Pepper Branding Strategy and Marketing Case Study
Analysis and examples of Dr. Pepper’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Category
- Food & Beverage
- Non-Alcoholic
Business Type
Physical Products
Website
Customers
Target Customer
Soft Drink (Soda) Consumers
Primary Need (Job To Be Done)
Get a soft drink that breaks away from standard flavor profiles
Brand Visual Identity & Content
Primary Brand Colors
#C2002E
#ffffff
Brand Typefaces
- Aktiv Grotesk
Hero Content
Hero Content Type
Text Only
Content Features People
No
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Affiliation & Belonging
Emotional
Fun & Entertainment
Functional
Variety
Sensory Appeal
Quality
Brand Benefits
Benefit #1
Enjoy a soft drink that provides a break from standard flavor profiles
Benefit #2
Connect with an enjoyment of things that skew a little bit away from the norm
Benefit #3
Feel a sense of nostalgia for a drink that you’ve enjoyed your entire life
Competition
Key Competitors
Coca-Cola, Pepsi, 7-Up, Mountain Dew, Sprite, Fanta, Schweppes, La Croix, Bubly
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