Born in the sunshine and practically raised on nostalgia, Cactus Cooler is a Southern California cult classic with a personality as bright as its can. Crisp, delightfully refreshing, and bursting with the unmistakable combination of orange and pineapple, this fizzy little icon has been a staple of SoCal summers for generations. But beyond the Golden State, it's remained something of a delicious secret. A taste of childhood, endless beach days, and sun-soaked afternoons that the rest of the country has been missing out on.
Until now.
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In 2021, Keurig Dr Pepper was looking to expand its consumer base and strengthen its position in an increasingly competitive beverage market. The original brief focused on promoting Dr Pepper Zero Sugar, but I saw an opportunity hiding in plain sight: Cactus Cooler, a delightfully nostalgic Southern California cult classic with untapped national potential.
As Creative Director, I pitched an unexpected pivot. Rather than simply selling another soda, why not sell a little sunshine? “Catch the Cooler” reimagined regional nostalgia as a nationwide invitation, bringing SoCal's carefree spirit to the rest of the country through cinematic storytelling, playful art direction, and a healthy dose of California weirdness. Although the concept wasn't selected, I developed the creative vision across campaign strategy, copywriting, storyboarding, visual identity, and experiential merchandise—demonstrating how a different approach to the brief could open the door to an entirely new audience.
The Hurdle
In the wake of COVID-19 lockdowns, a new wave of health-conscious consumerism was reshaping the beverage industry. In 2021, Keurig Dr Pepper, one of the nation's largest beverage companies, issued a creative brief with a familiar ambition: expand its consumer base and drive sales. The assignment centered on Dr Pepper Zero Sugar, positioning the newly introduced alternative to appeal to a growing audience seeking the flavor they loved without the sugar.
But sometimes the most compelling opportunity isn't the one outlined in the brief.
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The vision
The vision was simple: bottle the feeling of an endless California summer and send it somewhere unexpected. A sun-drenched world of saltwater, skateboards, and carefree afternoons would collide with the gray chill of a Chicago winter, proving that summer was never really a season or a destination. It was a state of mind. Through playful storytelling, nostalgic imagery, and a little cinematic magic, Catch the Cooler imagined how one bright orange can could carry that feeling across the country—one sip at a time.
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The brief asked me take
something out. I wanted
to give something back.
No matter where you are, summer starts the moment you sip.
The Pivot
After a year of closed doors and canceled plans, people weren't just longing to get outside again. They were longing for the good old days. The kind you wish you could bottle up and keep forever. Funny how the days we did nothing became the days we’d give anything to have back.
They wanted that feeling so badly, they could almost taste it.
Somewhere in Southern California, that feeling had been hiding in a bright orange can all along.
