New limited-edition Dr Pepper variant PMP

Coca-Cola Europacific Partners (CCEP) is launching Dr Pepper Zero Sugar Cherry Crush, a limited-edition twist on its popular zero sugar variant. The launch coincides with Valentine’s Day and will be supported by an integrated Valentine’s-themed marketing campaign.

The four-week period covering Valentine’s Day was worth £160 million to convenience retailers in 2024, up 3.2 per cent year-on-year, and more than £3.4 million came from value sales of Dr Pepper.

Dr Pepper Zero Sugar Cherry Crush

Dr Pepper Zero Sugar Cherry Crush combines the popular zero sugar liquid with the vibrant cherry flavour – a combination that’s guaranteed to deliver results.

Cherry variants have delivered 55 per cent of the value sales growth across colas over the past year. Flavoured carbonates is the third largest category in soft drinks. Dr Pepper is the second-largest flavoured carbonate brand in GB, growing ahead of the total flavoured carbonates category in both value and volume sales.

A playful new can design featuring roses front and centre is guaranteed to deliver maximum stand-out on shelf, especially over the Valentine’s Day period. In testing, more than 70 per cent of consumers loved the concept and were interested to try it.

“Dr Pepper has a loyal fanbase thanks to its unique taste, and continues to deliver growth ahead of the wider flavoured carbonates category,” said Rob Yeomans, Vice-President of Commercial Development.

“We’re really excited for fans to try the new cherry twist on our zero sugar variant, a flavour which we know goes down well with shoppers and drives sales in retail. The supporting campaign is packed with personality – as is always the case with Dr Pepper – and we can’t wait to see how retailers get behind it and activate in store!”

This limited-edition flavour will be available from 27 January 2025 in 330ml, 500ml, 2L and 8x330ml packs. Priced-marked 300ml and 500ml single packs will also be available.

The launch will be supported by influencer partnerships, in-store sampling and experiential OOH advertising encouraging consumers to step into the Dr’s billboard-office for some romantic "advice".

Convenience retailers can request Dr Pepper Zero Sugar Cherry Crush POS materials and download digital assets via My.CCEP.com, to help bring the launch to life in-store.