In 2025, Dr Pepper was introducing the newest flavor to its line-up: Dr Pepper Blackberry. The flavor brought the unique, bold taste that Dr Pepper is known for and adds the succulent, rich sweetness of blackberries to create an experience that redefines “one-of-a-kind.”
We had a dedicated 360-campaign awareness campaign to support the launch of the flavor, but after we drank Dr Pepper Blackberry for the first time…it needed a way to let people know how one-of-a-kind it was to kick the campaign off and celebrate the flavor’s uniqueness in a way that only Dr Pepper could.
What did we do? We created (and sold) a vinyl record with ambient songs made entirely from the sounds of Dr Pepper Blackberry that would enhance the consumption moment from 10 to 23. We called it Sounds of Succulence.
We went all out to make everything about the record emit the vibe of Dr Pepper Blackberry and how a music artist would treat a new record release: the name of the record, the design of the cover, the titles of the songs, the color that we used when pressing the vinyl, and of course how we promoted the drop with a premium, and high impact TikTok placement and other supporting social content.
Our plan consisted of three phases with their own objectives to support the songs we made: release the music, hype the vinyl, and drop the vinyl. On release day, we ran a TikTok TopView that showed off what we made, announced vinyl was dropping on April 22nd, and linked out to SoundCloud where the album’s songs were instantly streamable by anyone who was interested to listen before the drop date. We also held a lo-fi listening party of the record that featured the Blackberry mascot from our premium video spot via TikTok Live (the first ever for Dr Pepper!) to give people another way to experience the songs before the record dropped.
After the “release” of the songs, we switched our attention and objective to making sure people knew that the record was dropping on our website for purchase on April 22nd with content that faked billboards and leaned into other social trends and formats to promote the release date. Then on the day of launch, we created organic content that showcased the vinyl record and announced it was available for purchase while supplies last (they didn’t last that long).
Sounds of Succulence brought Dr Pepper Blackberry to the masses in a complimentary way to our 360-campaign driving awareness and engagement of the flavor off the shelf in a truly one-of-a-kind way…and a way that people wanted, loved, and connected with on a deeper level than just a product announcement. Comments from viewers mentioned how they were listening to the songs while drinking Dr Pepper Blackberry, excited about collecting a limited edition vinyl from a brand like Dr Pepper, and also mentioning how good the songs actually were (we even got a shout out from the Internet’s Favorite Music Nerd, Anthony Fantano, who reviewed the songs on his YouTube channel).
We initially dropped 450 copies of the vinyl which sold out in 10 hours, prompting commenters to ask for a second drop. Of course, we obliged and sold out of the second drop in less than one hour.
At the end of our “album cycle,” we didn’t just create an item that was desired by viewers, but a moment that was engaged with and relevant to a wide audience. Throughout this drop our content saw 52MM+ impressions and 678K+ engagements with aspects like the TikTok TopView performing 64% above their benchmarks for the CSD category and our first-ever TikTok Live amassing 93K and 400K engagements outperforming 90% of accounts with a similar size.
