Dr Pepper

Everyone Has Their Secrets

School: S.I. Newhouse School of Public Communication

My outdoor advertisement is a digital billboard located in Times Square. It displays secrets anonymously submitted to Dr Pepper along with a QR code enabling anonymous submission of your secret for potential display on the billboard.


Dr Pepper’s secret formula, a signature blend of 23 secret
flavors, makes every sip of Dr Pepper unique.

Insight: People are intrigued by secrets.

Big idea sentence: We know how to keep a secret because we have 23 of our own.

This student campaign titled 'Everyone Has Their Secrets' was published on May 14, 2024. It was created for the brand: Dr Pepper, by ad school: S.I. Newhouse School of Public Communication. This OOH Outdoor and Print media campaign contains 5 media assets. It was submitted about 1 month ago.


S.I. Newhouse School of Public Communication at Syracuse University, NY
Art Director and Copywriter: Tej Malhotra
Instructor: Mel White

Omint Group


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