Russell Dickerson × Dr Pepper

Russell Dickerson's Dr Pepper love, behind-the-scenes campaign magic, and why this partnership hits all the right notes.

Check out the campaign landing page here.

23-Flavor Fan Club

Dr Pepper is one of those brands that people are just passionate about. It’s more than just brand love—it’s a level of loyalty and commitment that gets passed on through generations. Having grown up in Texas, I definitely get the hype—there’s nothing better on a hot summer day than a cold Dr Pepper!

Country superstar Russell Dickerson is for sure a lifetime member of the Dr Pepper fan club too. When our artist team called Russell to tell him that Dr Pepper wanted to work with him, he was BEYOND. According to MAX Artist Relations Manager Rachel Robillard, his exact response was:

“uhhh CHYAAAA! #1 favorite soda for sure. We drank DP everyday in HS and stacked them all on my friends bedroom window til it filled the entire window”

😂😂😂😂 

Russell Dickerson’s a Pepper

Although Russell Dickerson and his friends couldn’t find the Dr Pepper pic from their highschool days, our team recreated the Dr Pepper stacking in a campaign social video.

Outside of being a Dr Pepper superfan, Russell Dickerson was a great match for this campaign in so many ways. His audience mirrors Dr Pepper’s target and his personal brand is just so perfectly aligned with Dr Pepper’s brand. He is outgoing, fun, talented, laid-back, and funny (legit, he is one of the most entertaining people on Instagram—go check out his content if you haven’t before). His warm, friendly personality helped our team create content that feels completely organic and natural (lol it probably helps that his natural state includes cracking jokes with a Dr Pepper in-hand).

Teamwork Makes the Dream Work

Every time we work with Dr Pepper, I am blown away by all of the talented people I get to work with here at MAX. These campaigns are HUGE and include so much customization at every level. This partnership with Russell Dickerson is a national campaign with a TON of content and touchpoints. This campaign also includes both a sweepstakes and a live activation component from our SET.Live team, adding even more complexity into the mix.

It really is an all-hands, full-team effort to bring campaigns like this to life.

TL;DR

This Russell Dickerson & Dr Pepper partnership is just perfect. Our team does an amazing job driving awareness, distribution, display activity, and ad features online and at key retail partners. Just writing this is making me crave a Dr Pepper, so I’m going to go get one right now. 

The End.

The Song: “Good Day to Have a Great Day”

Dr Pepper makes every good day a great day—what better song to feature than Russell Dickerson’s latest single?

Get to Know Russell Dickerson

Russell Dickerson, a vibrant country star from Union City, TN, has captivated audiences with his self-titled third album, blending soulful country and R&B influences. Celebrated for hits like “Yours” and “Blue Tacoma,” his music resonates with deep romanticism and authenticity. Collaborating with artists like Thomas Rhett and Tyler Hubbard, Dickerson’s dynamic stage presence and heartfelt songwriting have solidified his place in modern country music.

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