Dr. Pepper Launches Personalized Soda Bottle in the United States

After Pepsi's emoji bottle and Coca-Cola's lyrics bottle, Dr. Pepper, the more fragrant soda drink, recently made a personalized soda bottle in the United States, called PickYourPepper. This is the first time the brand has launched a personalized package.

They launched a series of 150 kinds of graffiti labels, style a little retro 90's dream style. The packaging uses a number of elements such as vinyl records and record players, vintage women's clothing and rainbow unicorns, which are mostly millennial prints.

“PickYourPepper's labeling and marketing programs allow us to touch Millennials' passion for retro style and self-expression,” said DereckDabrowski, senior marketing director at DrPepper.

At the same time, there is a small station for users to participate in the production of gif. Consumers can share gifs on facebook, twitter, or instagram based on the gifs that can be produced on their websites using these 150 kinds of print patterns (more than 4,000 animations can be combined). They will also work with Tinder to do a voting marketing. This is similar to the previous emoji website launched by Coca-Cola.

Personalized or customized packaging seems to be a measure for the soft drinks industry to deal with the decline in sales. Before Diet Coke used this personalized packaging. Some companies' digital printing technologies (such as HP's Indigo technology) have enabled beverage companies to mass produce a variety of different packaging. Doris Brown-McNally, manager of Hewlett-Packard’s Corporate Business Development Department, mentioned that this highly personalized packaging may be the future trend of the beverage industry.

Dr. Pepper belongs to DrPepperSnapple and is the third-largest soft drink group in the United States, second only to Coca-Cola and Pepsi. DrPepper was originally a local beverage company in Texas and was acquired by Cadbury in 2006. Cadbury integrated Dr. Pepper's and Snapple's fruit juice business, and in 2007 it separated the beverage business and established DrPepperSnapple.

Unlike Coca-Cola and PepsiCo, about 89% of DrPepperSnapple's revenue comes from the US market, and the remaining 11% comes from Canada and Mexico. In the international market, in addition to licensing Seventh to PepsiCo, the production and distribution of most of DrPepperSnapple's beverages is in the hands of Coca-Cola. One of the reasons why the beverage of Pepper, apart from some imported food channels, is rarely found in other markets outside the Americas is that Coca-Cola's own drinks are too numerous to take into account the sales of Dr. Pepper.

If it is to enter the Chinese market, the main problem may be that most consumers like this cherry-like cherry, almond and cough syrup, and a bit like Coke's beverage is not highly accepted (or else Similar to its taste of black pine nuts will not be ranked "the hardest drink in history".

However, it is interesting that Dr. Pepper was not unknown in China and Japan, and some of the animation enthusiasts purchased this beverage. Because this drink used to appear in many Japanese animes, such as "The Stone of Destiny", Dr. Pepper is called "a wise drink." This is a good marketing opportunity.

Good products are better equipped with better marketing methods. Foreign counterparts can find the best marketing solutions based on their products, and we can! Don't let good products go out in the sea of ​​marketing.