FIRST FANS

BRAND

DR PEPPER

AGENCY

THE RICHARDS GROUP

Dr Pepper is the oldest major soft drink brand in the United States. Since 1885, the 23 flavors of Dr Pepper have earned legions of fans that enjoy its unique, refreshing taste. Combining the hype for Dr Pepper and college football, we partnered with The Richards Group to produce an unforgettable experience for two die-hard fans. Just 14 hours before the University of Wisconsin-Madison's first football game of the season, we surprised first fans, Ian and Amy, as they began tailgating at the crack of dawn. We captured the excitement as they unveiled a one-of-a-kind "First Fans" parade float, decked with a throne built from a season's supply of Dr Pepper.

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