CLIENT:
Keurig Dr Pepper
CATEGORY:
Retail Marketing
Keurig Dr Pepper –
Retail Marketing
A leading beverage company with some of the most iconic brands in the country, KDP has been a staple at family gatherings for generations. With a portfolio that features both hot and cold beverages, there’s a flavor for every member of the family.
Keurig Dr Pepper –
Retail Marketing
A leading beverage company with some of the most iconic brands in the country, KDP has been a staple at family gatherings for generations. With a portfolio that features both hot and cold beverages, there’s a flavor for every member of the family.
THE PROBLEM
WINNING THE DAY means overcoming barriers. While driving growth in a declining soft drink category is always challenging, there is no challenge greater than getting by “gatekeeper” mom. We recognized that there are still pockets of opportunity, specifically during holidays and special occasions, when moms become a bit more forgiving about what they allow the family to consume. To leverage this insight, we identified Halloween, a major retail event, as the perfect opportunity to drive incremental displays and sales, and created fun, interactive monster-themed mini-cans as an alternative to traditional candy and chocolates. These sweet treats became an instant trick or treat hit with moms, kids and retailers.
THE PROBLEM
WINNING THE DAY means overcoming barriers. While driving growth in a declining soft drink category is always challenging, there is no challenge greater than getting by “gatekeeper” mom. We recognized that there are still pockets of opportunity, specifically during holidays and special occasions, when moms become a bit more forgiving about what they allow the family to consume. To leverage this insight, we identified Halloween, a major retail event, as the perfect opportunity to drive incremental displays and sales, and created fun, interactive monster-themed mini-cans as an alternative to traditional candy and chocolates. These sweet treats became an instant trick or treat hit with moms, kids and retailers.
THE SOLUTION
YEAR 1
At a time when soft drinks are typically sitting on a shelf, we gave retailers a reason to include KDP brands as part of their Halloween merchandising program. The program was so successful, key retailers told us, “we must do it again!”
YEAR 1
At a time when soft drinks are typically sitting on a shelf, we gave retailers a reason to include KDP brands as part of their Halloween merchandising program. The program was so successful, key retailers told us, “we must do it again!”
YEAR 2
Brought the monsters to life with augmented reality triggered by image recognition via a mobile app.
YEAR 3
In the program’s third year, upped the engagement and drove cross-purchase by creating AR interactions between two cans for the mini monsters.
YEAR 4
Continued making the program fresh in year 4 with a Snapchat partnership that brought the mini monsters to life through custom Snapchat filters.
YEAR 2
Brought the monsters to life with augmented reality triggered by image recognition via a mobile app.
YEAR 3
In the program’s third year, upped the engagement and drove cross-purchase by creating AR interactions between two cans for the mini monsters.
YEAR 4
Continued making the program fresh in year 4 with a Snapchat partnership that brought the mini monsters to life through custom Snapchat filters.
THE RESULTS
Unprecedented retail response turned what was originally a one-time program into a multi-year legacy Halloween event.
MULTIPLE INDUSTRY AWARDS THROUGH THE YEARS
"$300MM+ in Incremental Revenue"
Won
A PRO Gold Award In 2017, A Gold Addy In 2016 And A Silver Addy In 2015
Year after year
Demand For The Program From Retailers
MILLIONS
Of Dollars In Incremental
Revenue Over Five Years
