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Introducing: Dr Pepper Cream Swirl. A fearless fusion between the deliciously weird taste you love, daringly smoothed with a swirl of silky cream flavour. This goes beyond just a new flavour; this is a dare. A dare to take a leap of faith and savour the unexpected.
Dr Pepper dared us to bring Cream Swirl to life: driving trial and awareness for the new flavour and enticing Gen-Z to Try More Weird.
Dr Darey has one question for you. Do you Dare to cream?
The face of Dr Pepper Cream Swirl isn’t your average mascot. A true extension of the Dr Pepper brand universe, he’s weird, wacky and full of fearless energy. With atwitch of his moustache and a dare up his sleeve, Dr Darey is here to swirl things up and celebrate anyone who dares to be different.
To launch this latest flavour innovation in the Dr Pepper line up, we took Dr Darey on the road. We built him his very own milk float, stocked with cans of Dr Pepper Cream Swirl, milk churns full to the brim with dares, and a truckful of exclusive branded merchandise for those who were bold enough to join him for some fearless fun.
The activation centred on the Darey Zone: a playful, indulgent and visually engaging pop up in the heart of some of the UK’s most bustling cities. The setup featured the fully customised milk float – open in the side to show the milk churns of dares – and connected Dare Generating hamster wheel.
This wasn’t the type of pop-up you walk past or sneak a sample from. This was an activation that pulled you in and made you part of the experience by simply daring you to.
Brave participants hopped into the Dare Generator: a giant hamster wheel kitted out with a walking pad where guests had just 30 seconds to turn the wheel and determine the dare level. The higher the level, the harder the dare. The harder the dare, the better the prizes. Can’t use the walking pad? That’s no problem. Dr Darey has a couple of dares up his sleeve – literally! Our roaming ringmaster was sure not to leave anyone out and had a set of cards ready for anyone not able to use the Generator.
The Darey stages were set, ready for participants to rise tothe challenge and to win exclusive merchandise and try the new flavour. The dares ranged from the tame to the eccentric. Some cards were as simple as telling a joke or coming up with a secret handshake with Dr Darey. Others were a bit more outlandish; daring guests to get a crowd to chant “Dare to Cream” or reenact their tasting experience of Cream Swirl through the medium of interpretive dance. Guests left with more than a piece of branded merch and a new favourite Dr Pepper flavour, they came out with the unbelievable story of what they had to do to get them.
As it turns out, the people of Great Britain do in fact,dare to cream. Across 13 activation days, 3,838 brave participants took on DrDarey’s challenges, and 149,760 cans were sampled by visitors.
The Darey Zone achieved an NPS of 87 and visitors marked theoverall look and feel of the experience a 9.8 out of 10 on average.
And to top it off, visitors walked away with the spirit ofthe dare firmly in their minds. When asked how much more likely they were todare to try something new because of the experience, guests said 9.5 out of 10.
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