Dr Pepper Creamy Coconut
A limited-time flavor that became a cultural moment.
Dr Pepper's LTO innovation Creamy Coconut—a launch that turned a seasonal flavor into a cultural event by riding the "dirty soda" trend. Led creative direction from concept through launch and its consecutive summer returns. The flavor brought 4 million new drinkers to the brand at a 30% repeat-purchase rate, became the #1 summer CSD innovation in market, and earned recognition across the industry, including a Beverage Digest Best Brand Extension nomination.
Role & scope: Creative direction — innovation, branding, packaging, launch creative. Credits: Art Director: Ryan Meigs, Design: Dave Grasso