Dr Pepper will be releasing hundreds of unique label designs on 20-ounce bottles of soda in a new Pick Your Pepper promotion set to launch later this summer.
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The company says the summer promotion, which starts in June, “celebrates millennial self-expression and gives Dr Pepper fans a chance to let their individuality shine every time they grab a bottle.”
The label designs are inspired by various millennial “passion point” categories such as 90s Retro Fan, Cat Lover, Vinyl Collector, Fashionista, Gamer and many more.
Every case of Dr Pepper regular delivered by bottlers to retailers will feature a unique combination of designs.
Look for the new labels to start appearing at retailers in June. The company also plans to leverage social media to promote the campaign.