This project was created for a Dr Pepper football bracket challenge promoting the brand’s Zero Sugar flavors. The goal was to drive participation in the challenge while introducing shoppers to the variety of Zero Sugar options, with a Dr Pepper tailgate trailer as the grand prize.

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I wanted the campaign to feel distinctly football-inspired while still capturing Dr Pepper’s playful personality. I built out packaging across 12-packs, 20oz bottles, and 2-liter bottles, along with a range of in-store point-of-sale displays.

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The visual system combines football-inspired details like jersey mesh, play diagrams, and a football-shaped “O” in “Zero” with Dr Pepper’s bold color palette and personality. The result is a campaign that brings the energy of game day into the aisle and gives shoppers a reason to engage with the brand beyond the product.