This began as an advertising project. But, the product didn't fully exist in the real world, so I created all of the necessary elements. I created a new logo and color scheme, as well as took my own photography and mocked up what the labels would look like on an actual product. Then, I fleshed out the ads in the form of print ads, billboards, out of home signage, and a guerrilla marketing campaign. The concept was to focus on the obsession with Strawberry Dr. Pepper, overtaking the consumer's daydreams, and becoming all they could think about. I wanted to hero up this new product in a very
fantastical way that is consistent with the attitude of recent Dr. Pepper campaigns.