CLIENT
Keurig Dr Pepper
Andrew Springgate , Chief Marketing Officer
Derek Dabrowski, VP Brand Marketing & Content
Ryan Stevens, Director, Brand Marketing
Ryan Webb, Manager, Brand Marketing
Rob Sender, Manager, Integrated Content
AGENCY
Adam Graves, Group Account Director
Helen Murray, Group Account Director
Taylor Reid, Account Director
Nikki Yoerg, Account Executive
Curtis Petraglia, Senior Art Director
Andrew Kong, Senior Copywriter
Pete Favat, CCO, North America
Brett Craig, Executive Creative Director
Megan Meloth, Executive Integrated Producer
Ryan Lehr , Creative Director
Lauren May , Senior Integrated Producer
Travis Swingler, Creative Director
Morgan Aceino, Strategy Director
Mitch Polatin, Group Strategy Director
Bekah Meyers, Senior Strategist
Initiative Media (NY)
SUMMARY
In 2014, Diet Dr Pepper faced a big problem. “Diet” was intended to be better for you, but artificial sweeteners left consumers with a bad taste in their mouths. Sales reached historic lows. With a little man in leather pants and a metallic jacket, we halved sales declines and got our highest campaign ROI ever. In five years, we went from historic lows to historic highs. Today, we are the only diet soda with continued sales growth in a category left for dead.
