Dr. Pepper’s newest innovation is a ‘Zero’ version of its popular carbonated soda, aimed at consumers who want to cut down on sugar or want a healthier soda choice. The new flavor of ‘Dr. Pepper Zero’ will be available to consumers this month at colleges and through meal delivery services. The sampling activity will be accompanied by a focused out-of-home and social media advertising campaign to engage with young adult consumers and keep Dr. Pepper in the spotlight with Gen Z consumers.
“We know that taste is the number one consumption driver for Dr. Pepper fans, and we’ve identified an exciting opportunity to make our Zero variant taste even better, with no significant taste difference from the regular variant. Thanks to its unique taste, Dr. Pepper enjoys one of the highest repeat purchase rates in the flavored carbonates segment – which indicates the loyalty of its fanbase and the opportunity we unlock by driving awareness and trial,” said Martin Attock, vice president of commercial development at Coca-Cola Europacific Partners.
Image Credit: Dr. Pepper
What's Driving This Trend
- Healthier Carbonated Beverages
- Innovation opportunity for companies to create zero-sugar or lower-sugar versions of popular carbonated sodas aimed at health-conscious consumers.
- Focused Social Media Campaigns
- Companies can engage with younger consumers and keep their brand in the spotlight by launching targeted social media campaigns.
- Innovative Sampling Activities
- Innovation opportunity for companies to offer new products and flavors through out-of-home and meal delivery service sampling to reach potential consumers.
Who This Affects Most
- Beverage Industry
- Opportunity for companies to tap into the growing demand for healthier carbonated beverages by creating zero-sugar or lower-sugar versions of their popular sodas.
- Advertising Industry
- Opportunity for companies to create targeted social media campaigns to engage with younger consumers and keep their brand in the spotlight.
- Food Delivery Industry
- Opportunity for food delivery services to partner with beverage companies to offer innovative sampling activities to reach potential consumers.
