Coca-Cola owned drinks brand Dr Pepper has launched a new summer campaign leveraging bloggers and Buzzfeed to target its core 16 to 24 audience.
The campaign, created by MediaCom Beyond Advertising and Channel Flip, will offer a fresh take on Dr Pepper’s iconic ‘What’s The Worst That Could Happen?’ creative, working with popular YouTube channel presenters as media partners to produce a comedy video.
Comedian and YouTuber Stuart Ashen (known as ‘Ashens’) will front the video and is joined by a raft of vloggers including Dan Howell and Phil Lester, with viewers able to interact throughout.
The drink’s brand is expecting the video, which went live today, to reach a potential audience of 7.5 million channel subscribers via the partnership.
Christina Lecky, Coca-Cola’s NWEN brand manager, said: “Dr Pepper has a well-established and successful concept with ‘What’s The Worst That Could Happen?’ and it is great to be able to give it a new digital twist with this YouTuber media partnership.
“This fun and creative new campaign offers teens and young adults the opportunity to enjoy the playful side of life in their favourite online environment.”
Dr Pepper also has a native advertising partnership with Buzzfeed planned to launch this week, which will drive awareness of the campaign amongst the publisher’s readership.