Dr Pepper Zero launches new taste and supporting sampling and marketing activity

Coca-Cola Europacific Partners has unveiled a new and improved taste for Dr Pepper Zero, to unlock continued growth for the no.2 flavoured carbonates brand[1] in GB.

Worth £150m, the Dr Pepper range is outperforming the segment with16.7% value growth^[2]. Dr Pepper Zero is growing at a faster rate of 21.1%^[3] in value over the last year, due to the demand for zero sugar soft drinks. Both Dr Pepper and Dr Pepper Zero are HFSS compliant.

This month, consumers will be able to sample Dr Pepper Zero’s new and improved taste at universities and through food delivery services.

The sampling activity will be supported by a targeted out-of-home and social media advertising campaign, to engage young adult shoppers and ensure Dr Pepper is front of mind at the start of what promises to be a busy year for the brand.

Martin Attock, vice president of commercial development at Coca-Cola Europacific Partners, commented: “We know that taste is the number one consumption driver^[4] for Dr Pepper fans, and we’ve identified an exciting opportunity to make our Zero variant taste even better, with no significant taste difference between the regular variant.

“Thanks to its unique taste, Dr Pepper enjoys one of the highest repeat purchase rates in the flavoured carbonates segment[5] – which indicates the loyalty of its fanbase, and the opportunity we unlock by driving awareness and trial.

“We’re starting the year as we mean to go on with Dr Pepper, and have big plans to keep investing in the brand after it became the no.2 flavoured carbonate brand in 2022.”

CCEP’s 500ml bottles of Dr Pepper Regular and Zero  are 100% recyclable and made from 100% recycled plastic[6] – consistent with the rest of its 500ml portfolio.

[1] Nielsen Total GB incl. dis Mat Val to 081022

[2] Nielsen Total GB incl. dis Mat Val to 081022 (Total Flavours +13.8% / Dr Pepper +16.7%)

[3] Nielsen Total GB incl. dis Mat Val to 081022

[4] Kantar Usage Panel | IH/CO Consumption Occasions | 52 w/e 22.03.20

[5] Kantar | Take Home Purchase Panel | 52W 03-Apr-2022

[6] Excludes labels and caps