Dr Pepper has brought back its ‘Dr Lurve’ campaign for Valentine’s Day with an on-pack promotion across its Cherry Crush Zero Sugar variant.
The promotion runs until 2 March across multiple formats, including 330ml and 500ml cans (PMP and non-PMP), 2l bottles and 330ml multipacks.
Shoppers can enter by scanning QR codes on promotional packs. Over 100 Valentine’s-themed prizes up for grabs, including branded socks, gloves and double-headed hoodies.
The campaign builds on the launch of Dr Pepper Cherry Crush Zero Sugar, which hit shelves as a limited-edition NPD over Valentine’s Day last year before joining the permanent range.
Since the launch, the cherry variant has sold 11.8 million litres and acounted for 38% of total Dr Pepper brand growth across grocery and impulse, said CCEP, citing Nielsen data.
The promotion will be supported by a wider campaign including influencer partnerships, in-store sampling and OOH advertising.
Rob Yeomans, vice-president of commercial development at Coca-Cola Europacific Partners GB, said: “Dr Pepper has carved out a unique space in the flavoured carbonates segment thanks to its one-of-a-kind taste and bold brand personality.
“Our playful ‘Dr Lurve’ campaign taps into seasonal shopper behaviour with fun, flirtation and a flavour fans already love, while giving retailers a great opportunity to drive engagement and sales. With eye-catching POS and digital assets available via MyCCEP.com, we’re looking forward to seeing how our retail partners bring the campaign to life.”
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