Teens will go outside their comfort zone to seek thrills and excitement. ‘What’s the worst that could happen?’ challenges teens to do just that and try Dr Pepper. Our task was to drive purchase and brand engagement in a quirky and memorable way.Teens could win something great (consoles/cameras) or something embarrassing (pants) with every pack. Consumers entered via mobile, SMSing codes from packs to see if/what they had won.

The campaign featured on pack and retail POS. Facebook was used to share winners’ pants pictures and drive viral engagement. Amazingly, everyone wanted to win the pants not the prizes!

The success of this promotion can be attributed to the fact that it captured the imagination of our teen audience. It brought the quirky and unique Dr Pepper brand to life in a way that earned their attention and delivered a real ‘What’s the worst that could happen?’ moment every time.

With over 800,000 entries from over 600,000 unique entrants, ‘Pants or Prizes’ is the highest redeeming on-pack promotion for any Coca-Cola brand in the UK, ever.•Pack volume: 14,812,415 •Entries: 868,687•Unique entries: 631,472•Average number of entries per person: 1.4•Redemption rate: 5.86%