Ad Spec Work
Deutsch - Earned Media Campaign (Mock)
Role: Support Lead Strategist

Dr Pepper

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Dr Pepper *

Problem

The ask: Usher in the 2025 college football season for Gen Z with Dr Pepper through an earned media approach.

The disconnect between Gen Z’s unconventional sports affinities and the longstanding legacy of college football.

Executions

Re-fresh Fits

After Dr Pepper secured the #2 spot in America’s soft drink category, the challenge became protecting their spot on the podium. With an unprecedented college football season approaching, engaging Gen Z emerged as the critical objective to sustain and build on Dr Pepper’s momentum.

Game day has become as much a fashion moment as a football one. By tapping into the growing ‘Game Day Drip’ trend, we aimed to collaborate with fashion designers to create bold, flavor-inspired looks for notable CFB players—turning their tunnel entrances into cultural runways that showcase Dr Pepper as the brand that fuels game day style.

College football has transformed into a fashion runway. By engaging consumers through style rather than sport, we tapped into an audience that values the holistic gameday experience just as much as the action on the turf.

TikTok Teaser

Insight

Resistant to being boxed in by traditional football culture, Gen Z seeks to create their own where they can embrace moments beyond the game.

If there’s one reason why Gen Z puts their differences aside and comes together, it’s to show school spirit. College football isn’t just a game — it’s a stage for fandom, for chaos, for moments that stick. That’s why we created the Fandem Jersey: a way to harness the energy, the camaraderie, the pure, unfiltered hype of the student section.

The Fandem Jersey isn’t just a piece of gear. It’s an invitation to join something bigger, to be in tandem with others, to be part of the energy. For Dr Pepper, it’s a brand moment that lives on in stadiums, social feeds, and conversations long after the final whistle. And for college fans? It’s exactly the kind of ridiculous, fun, can’t-miss experience they crave. Check out some other mockups and how-to’s for the Fandem Jersey.

Solution

To modernize antiquated football traditions to encourage Gen Z to own them in their own unique way.

The Fandem Jersey

Fanime

Anime has become a cultural cornerstone for Gen Z, resonating with their global, digital-first identity. To authentically connect with this audience, we aimed to partner with Crunchyroll—the leading force in anime streaming and production—to create a Dr Pepper fanime.

By meeting fans where they already live and breathe their passions, Dr Pepper can successfully integrate into the target audience’s interests.

Almost Friday Collab

Jersey Variations

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