Pouring Strategy into Growth: Building Beverage Market Share
KDP & DR. PEPPER
The CHALLENGE.
Keurig Dr Pepper aimed to strengthen both internal cohesion across a 100+ person foodservice team and external market share across the USA and Canada. The challenge required aligning internal teams while simultaneously expanding brand presence in a highly competitive beverage category.
The APPROACH.
We delivered a dual-layer strategy focused on building from the inside out—strengthening team alignment first, then scaling external growth.
Internal Development (SDI Training)
Delivered Strength Deployment Inventory training to 100+ team members to improve self-awareness, communication, and cross-functional collaboration
Digital & Brand Strategy
Refined positioning for foodservice channels and aligned messaging with market opportunities
Sales & Asset Development
Built pitch decks, sales tools, and marketing assets to support account growth and conversions
Social & Content Execution
Executed campaigns positioning Dr Pepper as a high-impact foodservice beverage choice
Executive Coaching
Supported leadership with strategic decision-making and partner relationship development
“Why Dr Pepper” Narrative
Developed a unifying brand story linking product relevance to foodservice occasions, pairings, and growth opportunities
The EXECUTION.
We connected internal capability building with external market activation:
Rolled out SDI training across the foodservice organization
Built aligned messaging and sales enablement tools for key accounts
Executed targeted digital and social campaigns across foodservice channels
Supported strategic partnership development with major QSR and venue partners
Embedded brand storytelling across sales, marketing, and partner conversations
The RESULTS.
1
Increased market share across foodservice channels in the USA and Canada
2
Secured and expanded partnerships with major brands including Sonic Drive-In, Swig, Del Taco, and Portillo’s while expanding presence in major venues across North America
3
Strengthened existing partnerships with McDonald’s and Wingstop through increased menu and platform visibility
4
Activated KDP’s innovation pipeline by increasing visibility of R&D-developed beverage concepts, leading to higher beverage testing rates and stronger product adoption across foodservice channels
5
Improved internal team alignment, communication, and cross-functional effectiveness across 100+ team members
6
Increased brand visibility of entire beverage portfolio and loyalty across foodservice environments
