Dr. Pepper Snapple Group-Crush Soda

Problem:

How to make an old-fashioned orange soda relevant to teens.

Solution:

Use the original 1920’s positioning (vibrancy) to create an answer to the teen paradox (I want to be unique but accepted by everyone.)

Positioning Breakthrough:

The Vibrant Soda that’s acceptably different. Go ahead…Drink in Color.

Results:

  • Media is redirected towards teens using the “vibrancy” fun positioning.

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