Earlier this week, Dr. Pepper overtook Pepsi as the second most popular soda brand in the U.S. According to data from the trade publication Beverage Digest, Dr. Pepper and Pepsi both had 8.3% of the market volume last year, with Dr. Pepper just slightly ahead.

Dr. Pepper’s blend of 23 flavors has been growing in popularity, leaning into its identity as an alternative to cola and taking advantage of new ideas. For example, the brand introduced a  Strawberries & Cream flavor last year. The addition was “a standout success,” according to CEO Timothy Cofer, who also reported that the trendy new flavor generated more than $300 million in sales.

Although Coke remains the top soda brand by a comfortable margin, Dr. Pepper’s rise can be attributed to their marketing and advertising efforts. For the last few years, Dr. Pepper’s marketing has revolved around college football. In 2014, they became the first official sponsor of the college football playoffs. They also signed Florida State Seminoles quarterback D.J. Uiagalelei as part of a long-running campaign in 2021. 

Dr. Pepper’s overtaking of Pepsi demonstrates the power of innovative flavor offerings and strategic marketing. They have effectively leveraged new marketing channels to increase their appeal within the soda industry, and it’s definitely paid off.