Client: Dr. Pepper Snapple Group (DPSG)
Category: Consumer Packaged Goods 

Summary:
50% of all new soft drink concepts now in development at Dr. Pepper Snapple Group are a direct result of BrandJuice innovation pipeline work. 

BrandJuice Process:
BrandJuice recruited former and very light carbonated soft drinkers, conducted extensive research and evaluated food/mood diaries that tracked consumption and related emotions.

We then identified occasions throughout the average day when consumers "use" beverages or foods to help them adjust. We learned their current product preferences and found unmet needs for these occasions that acted as our innovation foundation. 

BrandJuice Insight:
In the end, we learned that consumers use beverages throughout the day to transition from one occasion or situation to the next  (wake up, re-energize, gulp down confidence, etc.). Soft drinks are way more than refreshment. They change minds and moods.