Unifying Summer Refreshment with Sweet Soda Rewards
AUC broke routines and built anticipation around celebrating Dr Pepper at Circle K, increasing share by 10%.
Declining category and channel sales put Dr Pepper in a position for a major shakeup at Circle K, where shoppers were stuck in unchanging routines. AUC developed a channel-disrupting campaign for summer to break monotony and get shoppers seeking our soda.
Naturally, we invented a new holiday: Dr Pepper Day! We built a seven-week countdown calendar of weekly deals to unbottle anticipation and drive repeat traffic leading up to the big day of free Dr Pepper. Every week, the AUC program delivered unexpected experiences across the Circle K media ecosystem, from geo-targeted ads and e-blasts to webpage takeovers and in-store signage. The heart of the program lived in the Circle K app, which worked overtime to push weekly deals and serve as the unlock for free Dr Pepper on August 23.
Dr Pepper Day surpassed KPIs with a 6% sales increase, 10% share increase, and a staggering 20% increase in Circle K app downloads, turning our new holiday into an annual hit.
Creative
Dr Pepper Day
Results
Our seven-week program – brought to life through on-platform integration and a custom toolkit – not only surpassed all our KPIs; it was so successful, it was made an annual event at Circle K.
+6%
Increase in sales performance
+3.5%
Unit growth vs last year
+6%
Sales growth at Target vs. pre-promotional period
+20%
Increase in Circle K app downloads – 2x goal
8.3MM
Total activation impressions
+22%
Redemption rate, double our initial goal
Conversion & Trips
During the campaign, we sold over 2.1MM single-serve 20 oz. bottles while price remained flat – the impact of our activation helped translate into conversion and trips to Circle K.
Program Renewal
After the program’s mutual success, Circle K renewed the program for another summer.
