- Dr Pepper is adding a fruity twist to its line-up this Valentine’s Day with the launch of Dr Pepper Zero Sugar Cherry Crush
- Designed to help retailers tap into the growing flavoured carbonates segment[1] and build on the enduring popularity of the Dr Pepper range[2]
- Launch will be supported by an integrated Valentine’s-themed marketing campaign
Coca-Cola Europacific Partners (CCEP) is launching Dr Pepper Zero Sugar Cherry Crush, a limited-edition twist on its popular zero sugar variant. The launch coincides with Valentine’s Day and will be supported by an integrated Valentine’s-themed marketing campaign.
The 4-week period covering Valentine’s Day was worth £160 million to convenience retailers in 2024[3], up 3.2% year-on-year[4], and more than £3.4 million came from value sales of Dr Pepper.
Dr Pepper Zero Sugar Cherry Crush
Dr Pepper Zero Sugar Cherry Crush combines the popular zero sugar liquid with the vibrant cherry flavour – a combination that’s guaranteed to deliver results.
Cherry variants have delivered 55% of the value sales growth across colas over the past year[5]. Flavoured carbonates is the third largest category in soft drinks[6]. Dr Pepper is the second-largest flavoured carbonate brand in GB[7], growing ahead of the total flavoured carbonates category in both value and volume sales[8].
A playful new can design featuring roses front and centre is guaranteed to deliver maximum stand-out on shelf, especially over the Valentine’s Day period. In testing, more than 70% of consumers loved the concept and were interested to try it[9].
This limited-edition flavour will be available from 27th January 2025 in 330ml, 500ml, 2L and 8x330ml packs. Priced-marked 300ml and 500ml single packs will also be available.
Follow your tastebuds, not your heart
The launch will be supported by influencer partnerships, in-store sampling and experiential OOH advertising encouraging consumers to step into the Dr’s billboard-office for some romantic ‘advice’.
Convenience retailers can request Dr Pepper Zero Sugar Cherry Crush POS materials and download digital assets via My.CCEP.com, to help bring the launch to life in-store.
Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “Dr Pepper has a loyal fanbase thanks to its unique taste, and continues to deliver growth ahead of the wider flavoured carbonates category[10]. We’re really excited for fans to try the new cherry twist on our zero sugar variant, a flavour which we know goes down well with shoppers and drives sales in retail[11]. The supporting campaign is packed with personality – as is always the case with Dr Pepper – and we can’t wait to see how retailers get behind it and activate in store!”
[1] Total GB, MAT Value Sales 07/09/2024 v’s YAG
[2] Nielsen Total GB MAT val WE 07.09.24
[3] NielsenIQ| Impulse Independents and Symbols | Value (£) |L4W w/e 24 February 2024
[4] NielsenIQ| Impulse Independents and Symbols | Value (£) |L4W w/e 24 February 2024
[5] Nielsen Total GB: MAT to 07.09.24?
[6] Nielsen Total GB: MAT val WE 07.09.24?
[7] Nielsen Total GB: MAT val WE 07.09.24?
[8] Nielsen Total GB MAT val and vol WE 07.09.24
[9] Upsiide Consumer Research Survey March 2024, UK Adults (18 – 24) | Dr. Pepper Consumers – 150 responses + Dr. Pepper Non-Consumers – 150 responses
[10] Nielsen Total GB MAT val and vol WE 07.09.24
[11] Nielsen Total GB: MAT to 07.09.24?
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