Dr Pepper’s personality is a humorous one, its daring, cheeky; a bit pranksterish. The Brand activation needed to reflect this.The mobile phone is central to the 'teens' world and the cost of text messages can be a barrier to entry.Based on this, the concept of "Every pack gets’ mechanic" was born, offering 20 free random ringtones. True to the Core Creative Idea the ringtone content was revealed when the consumer received it on their mobile. The 20 ringtones included some that were ‘good’ (i.e. content from movies, TV shows) and some ‘embarrassing’ (sounds, jokes). It was free to text in thus eliminating a key entry barrier.

Achieved increased brand penetration from 7.2 to 8.0 (12 W/E 15 Jun 08 vs YA)Recruited 384k new individuals during the campaign.Dr Pepper IC Brand share went from 14.0% to 14.7% (April- June 07 vs April-June 08) & Dr Pepper total market share grew from 7.3% to 8.2% Achieved a growth in brand volume of 6.1% in the full year between '08 and '07.Achieved 4.9% redemption.

ROI: The flow on effect of the promotion on full year results in market share growth of 0.9pts in a market declining by 5.9%. The resulting ROI on a full year basis was 4.2:1