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.