DPS has tapped a pair of the university’s MBA students to serve as brand consultants for Yoo-hoo and bring an innovative approach to marketing the chocolate drink, according to the company.
The students and DPS are the first participants in the McCombs Brand Experience, an experiential learning initiative launched this year by the Center for Customer Insight and Marketing Solutions (CCIMS) at McCombs.
Jim Trebilcock, executive vice president of marketing for DPS, said the company designated Yoo-hoo for this project because of the brand’s broad and passionate fan base.
“This innovative brand management programme will not only provide a unique learning experience for the students, but will also provide DPS with a novel way to tap the growth potential of smaller, regional and niche brands in our portfolio.”
Source: Dr Pepper Snapple
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