DPS client presentation

1. Dr Pepper Snapple Group PR Plan

2. Situation analysis
• The beverage industry has seen moderate growth
over the last decade
• The fastest growing sectors are energy drinks and
bottled water
• Industry is dealing with stricter school guidelines
regarding vending machine products, an obesity
epidemic and an emerging diabetes epidemic

3. Solutions
• Increase sales of non-carbonated beverages
• Increase the nutritional value of products
• Increase playtime across the country
• Launch a new energy drink, VENOMX Energy

4. VENOMX Energy
• A piercing new energy drink that strikes
back at sleep.
• A new blend of caffeine, taurine, and
other hard core ingredients designed to
give maximum energy.
• Launch VENOMX Energy with a press
release/media blitz and guerrilla
marketing.

5. “A huge part of energy drink popularity is in
the sponsorship efforts, with top brands
spending large sums of money to achieve
brand placement.”
- “Top 15 Energy Drinks” CaffeineInformer.com

6. • High profile sporting events such as the Super Bowl and
the World Series
• Pop Culture events such as the iHeartRadio Music
Festival, Dick Clark’s New Year’s Rockin’ Eve,
Lollapalooza and South by Southwest
VENOMX Energy sponsorships

7. VENOMX Energy sponsorships

8. • Place free portable charging stations throughout urban
cores and highly populated areas i.e. sports venues
• Brand ambassadors can hand out free VENOMX Energy
drinks and merchandise to create brand awareness
VENOMX Energy guerrilla marketing

9. Sample portable charging station

10. DPS and funding academic research
• A very recent NYT article suggests that DPS
funded scientists to shift the blame of obesity from
a poor diet involving a lot of soda to poor exercise
habits

11. DPS and funding academic research
• To minimize damage, DPS will follow the 3 O’s of
crisis management
– OWN up to the issue
– Put the CEO OUT front
– Make an OVERSIZED response

12. OWN up to the issue
• The NYT article and a subsequent article by the
Associated Press detailed indisputable evidence
of DPS’s involvement with the scientists
• Owning up to at least some part of the incident
usually helps a company’s reputation in the long
run.

13. Put the CEO OUT front
• The best course of action is to have
the CEO write an op-ed for the
New York Times owning up to the
incident as well as doing morning
show rounds promising changes
and more transparency
DPS CEO Larry Young

14. Make an OVERSIZED response
• DPS will need to be transparent about the
company’s policies and any changes when it
comes to funding academic research
• DPS will also need to double down on its
commitment to encouraging good physical fitness
habits among children and adolescents

15. Make an OVERSIZED response
Previously: New initiatives:

16. Whitepaper
• Will focus on:
– DPS’s previous efforts to increase playtime
across the country
– DPS’s expanded efforts to increase
playtime and create nutrition awareness
– DPS’s efforts to increase the nutritional
value of their products
– Call on all other beverage makers to join
with DPS’s and these new initiatives

17. A new Code of Ethics
• DPS will need to amend it’s Code of Ethics
• More than just rules for employees to follow
• Will guide the company and its new initiatives
• Needs to address:
– Transparency with funding academic research
– The company’s new focus on a healthy life

18. Altogether, these efforts will lead to both:
- a stronger and healthier company
- a stronger and healthier consumer