The Dr Pepper team approached us again for the third year and asked us to create an innovative program for the 2010 College Football promotion. They have successfully been doing this program for over 14 years and it has become one of their biggest programs. We were asked to take their program from the previous year and use the general idea of the tuition giveaway, but find a way to take it up a notch. After a few brainstorms we noticed that the previous designs were only reflecting the new design for the cans and really didn’t reflect the college experience.

So we put together a look and feel that represented that feeling. It wasn’t just about the players on the field, but the fans, the coaches, the down and dirty experience. The key visual even represents that gritty feeling in the text. The broken look suggests the intensity of a hit or the motion of the players down the field. The client was so happy with idea. We immediately set up a photo shoot and found the right people to be involved. We also had the opportunity to work with Lou Holtz and to take football promotion up a notch.