Industry
CPG - Beverage - Non-Alcoholic
Challenge
Drive awareness and in-store shopper engagement with soft drink buyers aged 21-45 for the newly launched Dr Pepper Blackberry.
Results
Through an integrated marketing approach, MAX connected the drink’s bold, unique taste with Young’s highly engaged fanbase, driving social and shopper engagement.
Objectives
Awareness, Engagement, In-Store Traffic
“The MAX team is so great to work with and always goes above and beyond to help build a strategy that works for our brands. They understand our objectives and work to deliver against timelines that are often very tight. We've seen great success with our campaigns year over year, and we are excited to see where we go for 2026 with a new artist.”
The Challenge
Dr Pepper came to MAX looking for an exciting way to generate awareness for the new Dr Pepper Blackberry and Blackberry Zero Sugar flavors.
- Drive awareness and in-store shopper engagement for the newly launched Dr Pepper Blackberry.
- Target soft drink buyers aged 21-45 in select markets, driving awareness and retail sales for Dr Pepper Blackberry.
- Identify and partner with an artist who genuinely loves Dr Pepper, performs well in select regions, and personifies the one-of-a-kind persona of Dr Pepper.
The Solution
Through an integrated marketing approach, MAX connected Dr Pepper Blackberry's bold, unique taste with country star Chris Young’s highly engaged fanbase.
Engaging social media content spotlighted the new flavor and powered a sweepstakes for exclusive Chris Young concert tickets, creating a self-sustaining loop of fan excitement and brand engagement.
Targeted Media
Market-tagged social posts featured Chris Young enjoying the new one-of-a-kind flavor Dr Pepper Blackberry. Content encouraged his fans to click through to a custom landing page.
Audio + Banners
Fans heard Chris Young praise Dr Pepper's delicious new Blackberry flavor on streaming audio channels. Companion display banners highlighting the partnership ran alongside the audio spots.
In-Store Retail Integration
This digital momentum was reinforced in-market with custom point-of-sale displays plus in-store video and audio content across select retailers, maximizing visibility and driving impulse sales.
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Conversion
Fans who registered for the sweepstakes via the custom landing page entered for a chance to win a VIP experience at a Chris Young show and received a confirmation email offering special Dr Pepper updates and future promotions.
SET.Live Concert Activations
A live activation used SET.Live tech to give fans the opportunity to engage with both Dr Pepper and Chris Young and to win a signed guitar from Chris. SET.Live turns live concerts into interactive digital environments, enabling mobile, audio, and visual brand touchpoints directly within the artist–fan experience.
The Results
This campaign drove engagement & shares through genuine artist partnership and Chris Young was the key factor in the campaign’s success. His strong connection with the target demo drove engagement and reinforced soft drink consumption occasions, positioning the brand as a top choice within the audience.
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Retailer integration drove engagement: Media focused on driving to retail and consumers payed attention, with 24.5% engaging with the ads (users who reacted, commented, shared, etc.) vs our goal of 10%.
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Effectively targeted shoppers on the go: 91% of site traffic came from mobile devices.
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Resonated with target market: All target audiences responded positively to the campaign. In particular, male users ages 21-34 (a difficult to engage segment) had the highest engagement rate of over 32%.
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