Name: How Keurig Dr Pepper Moves at the 'Speed of Culture'
Uploaded: 2026-06-24T16:23:00Z
Duration: 8 min 56 s

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Keurig Dr Pepper Chief Marketing Officer Drew Panayiotou says big companies must "get small" to move at the speed of culture. By adopting a "challenger mindset" and having marketing report directly to the CEO, the company empowers rapid decision-making. This setup recently allowed his team to produce custom Knicks Snapple teas just days after an employee pitched the idea, with the first limited bottle reselling online for $5,000. (Drew Panayiotou is a member of the WSJ Leadership Institute's CMO Council) Photo: WSJ Leadership Institute

https://m.wsj.net/video/20260624/94fecbc0-949c-4b38-891d-986ea551fddd/1/hls/manifest-hd-wifi.m3u8

Keurig Dr Pepper Chief Marketing Officer Drew Panayiotou says big companies must "get small" to move at the speed of culture. By adopting a "challenger mindset" and having marketing report directly to the CEO, the company empowers rapid decision-making. This setup recently allowed his team to produce custom Knicks Snapple teas just days after an employee pitched the idea, with the first limited bottle reselling online for $5,000. (Drew Panayiotou is a member of the WSJ Leadership Institute's CMO Council)

How Keurig Dr Pepper Moves at the 'Speed of Culture'

Drew Panayiotou, CMO at Keurig Dr. Pepper. Thank you so much. Great to have you here.

Great to be here.

You oversee marketing brands, including Dr. Pepper, 7UP, Sunkist, and Snapple. Just won an award today?

We did. We won our first Cannes Lion in the company's history.

Ever. What is it?

It's a Silver Lion for the Best Work with Creators and Influencers, and it's been a big, actually, formula for our success because we spend 1/8 of what our competitors spend, and there's some big competitors we have, and we became the number two soft drink in America spending 1/8 of what they do, and I think part of it is because of how we leverage the social platform. We're number one brand on TikTok, number one brand with genzennials, and I think that is the, you know, the currency of culture and building brands

And how are you doing that to reach your community?

We have always thought about raving fans as a model. And I call it building quality household penetration. You always want to grow your brand, but when you grow your brand with the right consumers, not only those that consume a lot of your product but advocate and want talk about it and share their thoughts on social, we end up creating a brand with social at the core. And that is, particularly for the next generations, and Gen Z and Gen Alpha, the most important place to democratize your brand and give them some ownership, and then have them continue to kind of build energy around it.

How do you decide which moments to show up in music, sports? What's, like, the right moment for you?

Great question. For us, it's not about being everywhere. It's really thinking about the brand's purpose and how that purpose intersects with culture. And when we find that intersection, we end up being fans with our fans. And I think when we're fans with our fans and we show up as a fan of what they care about, the connection and relationship between us and, you know, the consumer grows. And then we celebrate our fans. We've been doing this thing called moment-making for a decade where if you post something and you say, "Dr. Pepper feels like a sweater. Warm sweater on a cold day," we actually go and knit you a sweater. And we've been doing these, we call them small moments for 10 years. And we did one this year with a creator called Romeo, which is what we won the award for, and it broke the internet. 4.2 billion views. We didn't amplify it. It was someone who did a jingle, said Dr. Pepper's good and nice. And it just, you know, went viral, and the community celebrated it. And so we took Romeo and we put her on our biggest stage, which is the College Football National Championship, which has 45 million live viewers, and we celebrated that creator. And the amount of, just the response from the world and fandom was amazing.

Well, I need a sweater like that. And you've got some Dr. Pepper shoes. Tell us about it.

Yes, look at these. These are great. These were made by a fan in New York City, in Soho, who's actually, it's a British guy. He's like, we're not big in the UK, we sell our products there, and he's like, "I love Dr. Pepper, and I know that you are such a college football brand." We're the number one brand with college football, and he made these. And they're cool, and they're one of one. That's a raving fan.

Well, speaking of college football, basketball, sports, Knicks championship.

Knicks.

Go New York, right?

Go New York. Did you see what we did with Snapple?

That's what I wanna know about. And how did it come together so quickly? Tell me about that.

Well, we consider ourselves a scale challenger, so we move fast.

How?

Because we just make decisions quickly. And I think you have to in a, we used to move at the speed of culture, and I think that big companies have to get small. We've gotten small. We have that challenger mindset. And when the Knicks won, we said, how do we celebrate the Knicks? And literally, we produced in a few days, several hundred of these Knicks Snapple teas, and we gave them out to fans and they were selling 'em on Ebay. The first one went for $5,000. I don't think we've ever sold a $5,000 bottle of Snapple. And it was us being a fan with our fans. And New York City is a Snapple, it's where Snapple is like it's core, it's heart. And so when we celebrated the Knicks, it was just, it's part of the relationship, and we plan on continuing to do that. It was fun.

Give me an hour by hour timeline, or day by day, however you wanna cut it, how the idea came from inception to execution.

It's like the Romeo story. I mean, Romeo happened, I was in New York City on a subway, some person from my social media team sent me the clip. I'm like, wow, look at this thing. It's pretty impactful. People are responding. The next day, it got bigger. With the Knicks, we had been partnering with them and doing things, and we said, "Hey, let's give away some tickets to our Snapple fans." And then that led to an idea of, like, let's do something else that we can kind of celebrate the Knicks. And a person on the team came up with an idea, and then we just put it out there. And then the city responded, and you know, wanted more. We couldn't make more. But I think it's listening and reacting, again, at the speed of which something's happening. And I'm fortunate in that I'm one of the CMO, one of the probably few CMOs that reports to a CEO. And I think that makes a difference because when you elevate marketing to the executive level, you're empowered to kind of make decisions and move at the speed of culture, and that matters, matters more and more, and I think it enables us to kinda be quick.

Yeah, well, speaking of quick, right, AI is changing the environment very quickly, speeding things up.

Yes.

What's the opportunity right now in AI and marketing?

Great question. I was in a panel, I'm a former Googler, so I worked at Google, and was just at a panel, and I think AI is about building experiences. It's not about doing commercials with AI and replacing people. That's really not what it's about. For us, it's about how do we create an experience that we couldn't before. So, actually, if you go back to Snapple, if you open up a Snapple, there's a thing called Snapple Facts. And we created an AI application that takes you on this digital journey off the Snapple Facts. And these Snapple Facts are true. So it says like, you know, mountain lions can climb, you know, a mountain at the speed of X. You highlight that on your phone, and it takes you to a wonderful journey of a mountain lion doing things. I think that's an experience. And the more that we use AI to create those experiences and build relationships and not talk at people but do things with them, that's the power of AI.

What's your favorite beverage and why?

Oh, my favorite beverage. I mean, we make Canada Dry, And so Canada Dry Cherry Zero, Fruit Splash Zero is my favorite. And then of course, Diet Dr. Pepper is my second. But I do have an affinity, growing up in New York City, you know, I grew up as a Canada Dry kid, and so that's my favorite.

Drew, the biggest consumer shift right now shaping the beverage industry, we're seeing a lot of people not perhaps picking up a beer. Do you see that as an opportunity for your beverage industry, your class?

We do. We see it, actually, if you list, if you go onto social and you look at what consumers are doing, here's a good example, they created this thing called dirty soda with Dr. Pepper about a year a half ago. And they took a coconut, a Creamy Coconut Dr. Pepper, mixed it with coffee cream or put some things in it, and then went viral on social. A year and a half later, McDonald's is creating a dirty soda with our product. Another competitor's making a dirty soda version. And so I think that generation, particularly genzennials, we've done research, they wanna experiment, 60% of them wanna create new flavors, and I think flavors and enjoying a beverage that's non-alcoholic and being okay with either no calories or calories, I think it creates an experience around enjoyment, happiness, and that is becoming a great antidote to a lot of other things, right? And so doing that without alcohol, we're seeing that trend, and dirty soda is a testament to that.

Drew Panayiotou, CMO, Keurig Dr. Pepper. Thank you so much for joining us.

Thank you. Great to be here.