Dr Pepper Zerooo's 'Try More Weird Experience Campaign'

'The Try More Weird Campaign' by Dr Pepper Zerooo

The goal for this campaign was to get more Gen Z and Millennials (described at 'misfits') to become new drinkers of Dr Pepper Zerooo. This campaign bought to life experiential pop-ups and dialing in on quirky, weird visuals in order to reach that audience. The main values reflecting in this campaign was individuality and authenticity, to be unique as the drink itself.

The pop-up was brought to Chavasse Park, using grungy visuals and playing with proportions to bring visitors out of reality for a moment, creating a perfect photo-op for guest to share the pop-up experience with others online. Each room they entered offered participants something new and interesting, to biazzare foods and tasting experiences of Dr Pepper, one of which included a sphere of flavor vapour with participants to taste and Dr Pepper bubbles and where offered a can of Dr Pepper for free before ending the experiential pop-up.

Dr Pepper has a very loyal fan base, and we want to celebrate them with a big come-back campaign! Try More Weird is a new take on our iconic ‘What’s The Worst That Could Happen’ campaign, updating it with a positive spin that encourages people to let go of their inhibitions and give new things a go. This is all about joy and adventure and embracing your individuality with confidence. Following the introduction of our new and improved formula last year, we are taking Dr Pepper a step further with a new design that better reflects our brilliantly bonkers brand.