Industry
CPG - Beverage - Non-Alcoholic
Challenge
Drive awareness and in-store shopper engagement for the established Dr Pepper flavors lineup and the limited time return of Creamy Coconut.
Results
Engagement and conversion rates exceeded goals and drove retail website and in-store visits.
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 excited to see where we go for 2026 with a new artist.”
The Challenge
-
Drive awareness and in-store shopper engagement for the established Dr Pepper flavors lineup and the limited time return of Creamy Coconut.
-
Target soft drink buyers aged 18-45 in select markets, driving awareness to trademark and boosting retail sales for Dr Pepper products.
-
Identify and partner with an artist who genuinely loves Dr Pepper and personifies the one-of-a-kind persona of Dr Pepper.
The Solution
MAX designed a campaign for Dr Pepper with Texas native Parker McCollum that blended his "Gold Chain Cowboy" persona with the brand’s iconic identity.
Targeted Media
Market-tagged social posts featured Parker McCollum sharing how he is Dr Pepper through and through while audio spots and companion display banners showcased Parker praising the one-of-a-kind taste of Dr Pepper, all driving fans to a custom landing page to explore the partnership.
Flight 1 Social: Parker McCollum kicked off his partnership with Dr Pepper by highlighting the full line of Dr Pepper flavors. The first flight drove broad awareness for the full Dr Pepper flavors lineup, from the original to Blackberry, Cherry, Zero Sugar Cream Soda, and Zero Sugar Strawberries & Cream.
Flight 2 Social: The momentum surged in the second flight with the return of Dr Pepper Creamy Coconut, positioning McCollum as the face of the limited-time relaunch. This phase sparked major digital buzz and consumer urgency, turning seasonal demand into a retail win.
In-Store Retail Integration
Both flights were supported by standard and retailer-specific POS displays coupled with exclusive in-store video and audio content highlighting the bold flavors lineup and return of Creamy Coconut and Creamy Coconut Zero Sugar.
Conversion
Fans who register for the sweepstakes via the custom landing page enter for a chance to win a VIP experience at a Parker McCollum show and receive a confirmation email offering special Dr Pepper updates and future promotions.
 |
 |
 |
Live Concert Activations
|
Fans at select Parker McCollum concert tour dates entered for a chance to win limited-time items from the Dr Pepper x Parker McCollum merch collab. The live activation used SET.Live tech to give fans the opportunity to engage with both Dr Pepper and Parker McCollum. Parker went above and beyond in celebrating the return of Dr Pepper Creamy Coconut by customizing his song for campaign content to include the flavor in the lyrics. Then, Parker proved the campaign was living rent-free in his head when he accidentally let the Creamy Coconut lyrics slip during a live performance. |
The Results
Retail integration successfully drove sales through multiple touchpoints, cohesive messaging across assets, and various sweeps entry methods.
Campaign Highlights:
-
Exceeded impressions goal by 3.19%
-
Social content drove a 24.2% engagement rate, as fans liked, commented, and shared content across Facebook, Instagram, & TikTok
-
Flyaway sweeps achieved an 18.8% website conversion rate from visitors registering for a chance to win a one-of-a-kind flyaway concert experience, including a meet & greet with Parker McCollum
-
Successfully guided consumers directly to retailers to purchase Dr Pepper Creamy Coconut and other core flavors; this targeted integration strategy maximized local impact, dedicating 86.63% of campaign ads to clear retail and market callouts that drove immediate purchase intent
Ready to get started?
