When it comes to seasonal soda flavors, there is no shortage to what sometimes overly-imaginative brands have launched over the years.
In the last year alone, there was the maple syrup cola that Pepsi (PEP) created in partnership with the International House of Pancakes, Coca-Cola (KO)'s Dreamworld flavor that is supposed to taste like the "surrealism of the subconscious" and the Pepsi Nutmeg launched for the World Cup.
Usually followed by some sweepstakes and a major marketing promotion, the limited-edition flavors often generate a slew of internet buzz and articles about how the company "really went there" but ultimately get relegated to "remember these weird flavors from the soft drink's past" round-ups after a few weeks..
Given the bigger investment required and stakes of releasing something that may ultimately prove to be unpopular, flavors in a soft drink company's permanent roster are usually much more conservative -- the main drink, some sugar- and caffeine-free versions and a few "special" flavors. Most often, those pair the main drink with notes of lime, lemon or vanilla.
Strawberries And Cream But Make It Cola
Dropped on Wednesday, the latest drink added to Dr Pepper (KDP)'s permanent products breaks away from the conservative tradition with a more original flavor. According to the brand, Dr Pepper Strawberries & Cream combines the "original 23 flavors of Dr. Pepper swirled with layers of refreshing strawberry flavor and a smooth, creamy finish."
Created in 1885 by a Texas pharmacist, the soft drink has a cola base but is known for a more herbaceous taste that comes together from a mystery combination of different herbs and flavors.
The new product adding hints of strawberries and cream to that mix will be sold across the country both in individual 12-ounce cans and 12-can packages. Twenty-ounce bottles will also be available for purchase both in regular and Zero Sugar versions.
One can also expect to see the flavor a lot more both online and where the drink is sold, as Dr Pepper also said that it will accompany the new flavor's release with a widescale marketing campaign.
"Our expert team of flavor scientists are constantly innovating to bring to life new varieties that will surprise and delight treat seekers and our existing dedicated fans," Dr Pepper SVP of Brand Marketing John Alvarado said in a statement. "Dr Pepper Strawberries & Cream is an exciting evolution for our brand's flavor portfolio as it joins our permanent lineup."
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The Business Strategy of New Soft Drink Flavors
The new flavor immediately got both positive and negative traction among fans of the drink. One Instagram user claiming to try it within hours of its release claimed that it tastes "like Dr Pepper and Nesquik strawberry mix had a baby."
"Not bad, but it was too aggressively strawberry for me," wrote Aves Peterson. "Not enough Dr Pepper flavor."
After the new flavor was announced, shares of the wider Keurig Dr Pepper rose by 0.52% to $35.46 by Wednesday afternoon. Despite different ups and down, Dr Pepper's cult status among many soft drink lovers has helped the brand remain profitable over the last few decades.
As first reported by CNN, Dr Pepper's dollar share rose by 9% between 2003 and 2021 and is currently the fourth most popular soft drink brand in the U.S. after Coca-Cola, Pepsi and the Pepsi-owned Mountain Dew.
