DALLAS, April 15 /PRNewswire-FirstCall/ — Dr Pepper and information technology company Lante Corporation (Nasdaq: LNTE – news) today announced the latest upgrade to the Dr Pepper brand site, www.drpepper.com , which is instrumental to building relationships with the Dr Pepper target audience of consumers between the ages of 14 and 24. The two companies have worked together to turn an information-only site into a strategic asset that builds brand loyalty with an important group of consumers.
Cindi Clark, Dr Pepper senior vice president-marketing, said, “By turning our Web site into an interactive brand experience that targets the interests of consumers, Dr Pepper has increased site traffic by 70 percent in 2001 and has learned more about the wants and needs of an important audience. The collaborative effort of Dr Pepper and Lante has made our brand site a powerful, cost-effective element of an integrated marketing plan that builds strong consumer loyalty.”
Since 1999, Lante has been managing all aspects of the Dr Pepper brand site, including the creation of interactive marketing programs and the design and upgrade of drpepper.com. The latest version of drpepper.com helps Dr Pepper connect more effectively with the interests of teen and young adult consumers, who indicated that they wanted to visit drpepper.com to express their passion about the popular soft drink. To reach this important consumer demographic, the site has features such as a “Pepper Passion Poll,” where visitors can vote on their level of passion for the Dr Pepper brand.
Kurt Fisher, Lante’s marketing strategist for Dr Pepper, said that an important feature of drpepper.com is Join the Party, an online, interactive community.
“Join the Party allows us to build a data base of loyal Dr Pepper consumers and then interact with those consumers through targeted, meaningful and regular interaction,” Fisher said.
“The Dr Pepper Web strategy is successful because the company knows how to apply information technology selectively in order to satisfy the needs of its consumers instead of investing in information technology without a strategic goal,” Fisher added. “Rather than load its site with a laundry list of menus and features, Dr Pepper has worked with Lante to provide a crisp set of interactive choices that appeal to a targeted consumer group.”
Jill Burress, Dr Pepper brand manager, said, “Our brand site extends the Dr Pepper ‘Be You’ message of originality and individuality created for our target audience, not just through graphic look and feel but through a fun experience. In the What Makes You Original section, visitors to drpepper.com become eligible for prizes by submitting short essays about themselves, and our community of Dr Pepper drinkers will vote for the most original essay. We will continue to respond to the interests of our interactive community.”
The latest release of the site includes a more sophisticated mechanism for tracking and reporting results of follow-on e-mail campaigns directed at site visitors. Drpepper.com employs Macromedia Flash technologies to ensure a minimal download time and a rich user experience.
Dr Pepper/Seven Up, Inc., based in Plano, Texas, is the leading non-cola soft drink enterprise in North America and the largest subsidiary of London- based Cadbury Schweppes plc (NYSE: CSG – news). Dr Pepper/Seven Up, Inc.’s soft drink brands represent about 16 percent of the U.S. carbonated soft drink market. The company’s major soft drink brands include Dr Pepper, 7 UP, A&W Root Beer, Sunkist, Canada Dry, Hawaiian Punch, Schweppes and Squirt, as well as RC Cola and Slush Puppie Brands.
Lante (Nasdaq: LNTE – news) is a leading information technology consulting company focused on helping Global 2000 companies meet business needs by successfully managing their network of customers, suppliers and business partners. Since its inception in 1984, Lante has been an innovator in applying emerging technologies to businesses. Headquartered in Chicago, Lante serves clients from offices throughout the United States. Its Web site is www.lante.com.
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Michael A. Martin David J. Deal