DR PEPPER EUROPE

This campaign is old. Probably the oldest in my book but it’s still a fun thing to look at (I hope). This was created for Dr Pepper Europe.
At that time, Mountain Dew was the number one soft drink with the 13-17 yr old market. Within two years, we repositioned Dr Pepper from being
an unrecognized brand to being voted the number one drink by our target and market share saw a 5-fold increase. 

Our campaign idea was to talk about Dr Pepper as exactly what it was: a fizzy drink that gave you a caffeine buzz.

There was no usual soda over-promise ... except for the ironic end line:

We created a world about 4 animated characters and a dog who were completely aware of their roles as `marketing tools´ for Dr Pepper.
The target was invited to interact with as if they were real people... and they did. They liked it so much, they gave us a big bronze monkey for it
(the Dutch version of a People's Choice Award).

PRODUCT DESIGN

We redesigned the packaging to match the campaign and used it as the first point of contact to drive to where the characters lived on PepperMe.com.

OVERSIZED COMIC STRIP POSTERS

These posters chronicled the characters’ lives. They had the same concerns as any typical European teenager and after getting properly over-caffeinated,
they came up with their own unique solutions.

OOH POSTERS

Simple graphic posters also drove to PepperMe.com

 COMIC STRIP TAPE

SPOTS

Simple spots teased to the characters' apartment on PepperMe.com

PEPPERME.COM 

The characters at home. Different items in their apartment drove to different parts of the site. Each character had an interactive profile and their own featured game

CHOOSE YOUR OWN ADVENTURE VIDEOS

These videos on PepperMe.com allowed users to decide which drink to choose at a turning point in the story, which effected the outcome of the story. 
Here is what happened in them:

PROMOTIONS

The characters lent themselves well for merch and promotions. (The t-shirt says "I'm just a marketing tool.")

YEAR TWO