Diet Dr Pepper: Big problem, Lil’ solution

This case study describes how the soda drink brand Diet Dr Pepper highlighted its key selling point to US consumers in order to create a new usage occasion.

Diet Dr Pepper: Big problem, Lil' solution

Deutsch LA

Objectives

Going into the 10th straight year of sales declines, things were not looking good for soda brands. Unexpectedly, the tailspin in sales had even spread to diet sodas, which were declining at a faster rate than regular ever had (Wall Street Journal).1 In fact, diet soda consumption decreased a full 7% in Q1 of 2014.2

Diet Pepsi volume was down -4.7%. Diet Coke was down -7%. But Diet Dr Pepper sales were down nearly -9%, and we were underperforming the category in volume by 18%....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands