Keurig Dr Pepper

Keurig Dr Pepper advertising & marketing assignments

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Selected Keurig Dr Pepper advertising

Keurig Dr Pepper was formed in July 2018 from the acquisition of Dr Pepper Snapple Group by coffee company Keurig Green Mountain for around $21bn in cash and shares. It is the world's third biggest carbonated soft drinks marketer by volumes behind Coca-Cola and PepsiCo though it operates only in North America and the Caribbean. (It operates in Canada under the name Canada Dry Mott's and in Mexico as Grupo Penafiel.) It is also the US market leader in single serve home coffeemakers, with a presence in around 30m households by the end of 2019. Dr Pepper is the #4 carbonated beverage brand in the US; Snapple is among the leaders in the iced tea segment. In addition, the group controls a portfolio of more than 50 other products, including 7 Up (in North America only), Mott's, Canada Dry, A&W root beer, Mexican sparkling mineral water Penafiel, grapefruit-flavoured Squirt and regional rights to the Schweppes brand. It acquired "new age" beverage business Bai Brands in 2016, and also handles distribution under contract for several other well-known third party brands including Vita Coco, AriZona and Evian. Dr Pepper Snapple Group was previously a division of global confectionery and drinks company Cadbury Schweppes. That group began a sell-off of its soft drinks operation at the end of the 1990s. An initial deal to transfer the business in one piece to Coca-Cola was partly blocked by regulators, forcing Cadbury to negotiate several separate transactions with different buyers. The final stage of the disposal, spinning off the North American operations as a standalone company, was completed in 2008, and it spent the following ten years as an independent business. Revenues for 2021 were $12.7bn with net income of $2.1bn. That included a net gain of $520m from the purchase of the company's minority shareholding in the sports drink BodyArmor by Coca-Cola. Soft drinks contributed 63% of revenues, with the remaining 37% from coffee systems. Though still publicly quoted, the company is majority controlled by the private investment group JAB Holdings.

Capsule checked 24th September 2021

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Which agencies handle advertising for Keurig Dr Pepper? Find out more from Adbrands Account Assignments

Who are the competitors of Keurig Dr Pepper? See Soft Drinks Sector for other companies

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Historical profile information for Dr Pepper Snapple

Recent stories from Adbrands Update:

Marketer Moves 20th Jul 2022: Management changes at Keurig Dr Pepper. See Marketer Moves (members only).

Adbrands Weekly Update 1st Feb 2018: Keurig Green Mountain, one of two coffee businesses controlled by family-controlled investment group JAB Holdings, has agreed to acquire soft drinks company Dr Pepper Snapple for $19bn in cash and around another $3bn stock. It is the biggest deal ever in the soft drinks industry, and also the largest to-date from the voraciously acquisitive Reimann family of Germany, who sit behind JAB. Structured as a reverse takeover of publicly quoted DPSG by Keurig, the deal will create a coffee and soda giant with sales of $11bn. Current DPSG shareholders will end up with around 13% of the merged entity. Mondelez, which had owned 24% of Keurig, will reduce to around the same percentage. Keurig CEO Bob Gamgort will lead the merged Keurig Dr Pepper. "To continue to prosper as a company within this space, you need to be able to offer multiple beverage formats, multiple beverage brands and to be able to deliver those brands across platforms," he said. The merger will give Keurig access to Dr Pepper’s traditional distribution network, and provide a much strong ecommerce platform for DPSG's soft drinks portfolio. The takeover creates a new milestone in the extraordinary expansion of JAB, which also controls the coffee roaster and retailer Jacobs Douwe Egberts, Krispy Kreme Donuts and sandwich retailer Panera Bread.

Adbrands Weekly Update 9th February 2017: Ads Of The Week: "Bai Bai Bai". Bai Brands (now controlled by Dr Pepper) also took us a little by surprise with this great spot, created inhouse. They had promised an appearance by part-owner and "chief flavor officer" Justin Timberlake, but no one had expected him to hand over his role to someone else, the wholly inimitable Christopher Walken, now surely an official National Treasure. Coming after last year's "Walken Closet" for Kia, it's another Walken triumph. In case you're confused, 'Bye Bye Bye' was one of the young JT's early hits, from his NSync days... Ah, sublime!

Adbrands Weekly Update 24th Nov 2016: In a rare acquisition, Dr Pepper Snapple Group agreed to buy Bai Brands, a maker of antioxidant beverages, for $1.7bn, around four times next year's projected annual revenues. DPSG already has a small investment stake in the business, and distributes Bai products through its network.

Adbrands Weekly Update 15th Jan 2015: Ads of the Week "Mop Dog". Who cares if it's soppy and sentimental, the new Dr Pepper spot from Deutsch LA is also completely adorable. Please please please mummy can we get a mop dog too? By the way, Breaking Bad aficionados may recognise the Dr Pepper delivery guy as actor Domingo "Krazy 8" Molina who in a previous incarnation got bike-locked to a post in Jesse Pinkman's basement halfway through season 1! Clearly he's actually a very nice chap and not a crazed drug dealer...

Adbrands Weekly Update 3rd Apr 2014: Industry watcher Beverage Digest published a gloomy analysis of the US liquid refreshment (LRB) market, saying that "challenging recent trends... continued and worsened in 2013". Total liquid refreshment volumes, including both still and sparkling beverages, fell for the first time in several years (by 1.6%), and the rate of decline among carbonates increased sharply to 3.0%, almost three times last year's fall. Sales of carbonated soft drinks (CSDs) peaked in 2003 and have been declining steadily ever since. The latest slide returns the sector to volume levels not seen since the mid 1990s. The big three of Coca-Cola, PepsiCo and Dr Pepper Snapple all suffered volume declines in both total carbonated drinks and the wider LRB market, and virtually all the top brands, including Coke, Pepsi, Mtn Dew and Dr Pepper suffered a fall. Of the top ten CSDs, only Sprite enjoyed an increase in volumes, and that by a measly 0.1%. Coke Zero crept into the top ten for the first time, displacing faster-declining Diet Dr Pepper. Coca-Cola's Dasani water was a rare exception in the wider LRB market with an impressive 5% hike in volumes. Rivals such as Nestle Pure Life and Poland Spring managed less than 1% apiece. Energy drinks currently sit just outside the top ten brands in both the CSD and LRB categories, but are likely to force their way in this year or next. Currently Monster Beverage Corp and Red Bull have share of 1.6% and 1.3% respectively, having both grown by 0.2% during 2013. At current rates Monster could take the #10 spot by volumes among CSDs from Coke Zero for 2014.

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