BURLINGTON, Mass. and FRISCO, Texas, USA – Keurig Dr Pepper today announced a strategic advertising collaboration with Disney Advertising that will redefine the connected consumer experience. The companies will deliver groundbreaking personalized experiences at every touchpoint of the consumer journey through a unique integration of fandom, media and shopper insights.
“This expanded partnership with Disney allows us to pioneer smarter, more meaningful connections with fans with the right message at the right moment,” said Drew Panayiotou, Chief Marketing Officer at Keurig Dr Pepper. “Dr Pepper’s deep-rooted connection to college football, paired with Disney’s unmatched storytelling and data capabilities, will allow us to turn attention into action and authentically integrate into culture, not interrupt it. We’re excited to keep pushing boundaries and delivering one-of-a-kind brand activations that fuel sharper insights, create more shoppable experiences and move both our fans and our business forward.”
This significant evolution to the partnership between Disney Advertising and Keurig Dr Pepper builds on years of successful co-innovation between the brands. It kicks off with bold new activations with Dr Pepper® that keep its decades-long connection to college football modern and relevant – including creative sponsored content across marquee sports programming, augmented reality in-game integrations and precision marketing powered by retail and consumption data.
“Disney’s collaboration with Keurig Dr Pepper takes the rich tradition of college football fandom to the next level, by combining our unmatched storytelling, multi-platform reach, and deep fan insights with Dr Pepper’s decades-long connection to the sport,” said Rita Ferro, President, Global Advertising, Disney. “We’re creating new ways for brands to live authentically within the moments fans love most. Together, we’re proving that the most powerful connections happen when content, culture, and commerce work seamlessly to deliver truly memorable experiences.”
Initial elements of the evolved partnership include:
- Expanded Content Integrations: Dr Pepper and ESPN’s Pat McAfee will bring fresh energy to college football coverage through weekly integrations during The Pat McAfee Show’s signature commercial-free hour. In addition, a new documentary-style social series will spotlight the 17-year legacy of the Dr Pepper Tuition Giveaway and feature behind-the-scenes stories of past winners—from their preparation and moment of victory to how their lives have changed since.
- Mixed Reality Broadcast Innovation: As part of a trailblazing new brand activation, Dr Pepper’s iconic Fansville series, the popular satirical episodic drama set in a fictional college town now entering its eighth season, will be integrated directly into live college football broadcasts for the first time ever using mixed reality. This dynamic innovation will allow fans to experience the drama of Fansville in real time—on the field, in the stands and across screens— transforming sport and story into one.
- Strategic Talent Amplifications: Disney and Dr Pepper will continue delivering fan-first experiences throughout the season, tapping into ESPN’s unmatched bench of talent. Dr Pepper, the originator and trademark holder of “Playoffuary”—the term defining the pivotal stretch between the College Football Playoff Semifinals and the CFP National Championship game—will also collaborate with ESPN’s on-air commentators to celebrate and elevate fan engagement around this signature period.
- Precision-Powered Connections: KDP will unlock a powerful new audience intelligence capability by combining its proprietary insights and models with rich retail data and Disney’s college football fan insights. This novel data integration aligns consumer behavior with rich audience signals that will allow KDP to deliver personalized content that resonates more deeply and drives measurable results.
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