Dr Pepper to release hundreds of limited-edition label designs

Dr Pepper will release hundreds of “one of a kind” label designs for its 20oz bottles, as it debuts a new summer marketing campaign.

Pick Your Pepper will “celebrate millennial self-expression and gives Dr Pepper fans a chance to let their individuality shine every time they grab a bottle,” the soft drinks brand said.

The label designs are inspired by various millennial types – including retro fans, cat lovers, vinyl collectors, fashionistas and gamers – and consist of brightly coloured.

Every case of Dr Pepper regular delivered by bottlers to retailers will feature a unique combination of designs. The new labels go in market this June and will be supported with social, digital and traditional media.

“Individuality is a trait that Dr Pepper has always celebrated and, like our consumers, each of these new labels has its own unique personality,” said Derek Dabrowski, director of marketing for Dr Pepper. “Dr Pepper is known for its one-of-a-kind flavour and this campaign brings that to life and encourages fans to do the same with each drink.”