Dr. Pepper Snapple Group-Crush Soda


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


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.


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

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