Dr Pepper Launches New Digital 'Pick Your Pepper' Campaign

Dr Pepper Snapple Group, Inc. DPS announced the launch of the ‘Pick Your Pepper' digital campaign.

Under the campaign, the beverage company is offering new, limited edition, custom printed Dr Pepper 20-ounce bottles.

Under the program, consumers can create a variety of unique labels and immersive online, digital and social extensions by leveraging the campaign's unique digital technology.

The custom label bottles will be available in stores this summer. The campaign is supported with social, digital and traditional promotions.

This is the first time that Dr Pepper has shifted from the traditional trademark labelling.

In order to drive sales in 2016, the company is carrying out aggressive marketing programs and strong activation in stores. Its marketing plans include increasing distribution and availability of the key brands with added focus on high-margin channels, like convenience and on premise; expanding single-serve availability and re-deploying cold drink equipment assets across its Direct Store Delivery footprint.

This year, Dr Pepper will invest in relevant product and packaging innovation across the priority brands, strengthen the route-to-market, and improve marketing return on investment capabilities.

Moreover, the company regularly develops brand extensions of innovative products to meet evolving consumer trends.

Zacks Rank and Other Stocks to Consider

Dr Pepper carries a Zacks Rank #3 (Hold). A better-ranked stock in the beverage sector is Primo Water Corp. PRMW which sports a Zacks Rank #1 (Strong Buy). In the broader consumer staples sector, investors can consider B&G Foods Inc. BGS and The J. M. Smucker Co. SJM. Both these companies also flaunt a Zacks Rank #1.

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