With Coca Cola taking up almost 50% of the soft drink industry market share and Dr Pepper accounting for only 17. 3% (2015 statistics), Dr Pepper has much room to grow in terms of sales and taking over market share from competitors. Furthermore, creating a strong connection between current consumers and the brand would strengthen brand image and identity.

By focusing on the variety of 23 flavors, among the 3000 flavors in Dr Pepper’s lab, Dr Pepper should convey to the target audience that they have unique qualities and a variety of qualities that could relate to any Dr Pepper consumer. They are a drink that surpasses a regular cola. Legally, a federal court decided in 1963 that Dr Pepper is not a cola. Furthermore, the 23 flavors in Dr Peppers recipe are well known and already a strong piece of their brand.

While this was a class project where I did not work with an actual client, the deliverable was well received by my class and my professor. The decision to rely exclusively on the headline was supported due to its strength on its own.