Why Dr Pepper entered the world of eSports for the second time

Stephen Whiteside

Dr Pepper, the soft drinks brand, is leveraging the power of eSports to connect with young consumers around a deep passion point.

Blaise D’Sylva, vp/media and entertainment, Keurig Dr Pepper

When it entered the world of competitive gaming a decade ago, Dr Pepper was the quintessential early adopter of eSports marketing.

Indeed, years before gaming was part of the mainstream interactive mix, the beverage brand was making media buys on properties owned by Major League Gaming (MLG), an eSports league that rose to prominence thanks to offerings like “League of Legends”. And, as evidence of its engagement, Dr Pepper became the official sponsor of MLG in 2008.

But Dr Pepper Snapple Group, which span off from Cadbury-Schweppes that same year, was soon...

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