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.

Dr. Pepper brand logo

Brand Overview


  • Food & Beverage
  • Non-Alcoholic

Business Type

Physical Products


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





Brand Typefaces

  • Aktiv Grotesk

Hero Content

Dr. Pepper hero image

Hero Content Type

Text Only

Content Features People


Brand Messaging

Key Messages

Buy Dr. Pepper. Earn Pepper Perks Points.
Sign up for Pepper Perks to earn rewards and a chance to win tickets to the College Football Playoff National Championship.
Sign Up

Benefit or Feature Focus


Tone of Voice

Funny, Playful, Casual
Funny (+3) <> Serious
Casual (+3) <> Formal
Irreverent (+3) <> Respectful
Enthusiastic (+3) <> Matter of Fact


Affiliation & Belonging

Element of Value Affiliation & Belonging


Fun & Entertainment

Element of Value Fun & Entertainment



Element of Value Variety

Sensory Appeal

Element of Value Sensory Appeal


Element of Value 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


Key Competitors

Coca-Cola, Pepsi, 7-Up, Mountain Dew, Sprite, Fanta, Schweppes, La Croix, Bubly

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