If Dr. Pepper’s your fav drink…

…you’re officially basic.

Because the brand’s just beat out Pepsi for the #2 drink spot in the U.S. Today, you’ll find out the marketing strategies Dr. Pepper used to get there.

In today's newsletter:

• Dr. Pepper becomes the U.S.'s #2 drink (find out why their brand positioning was key in overtaking Pepsi)

• Meta brings Communities to Messenger (here’s how your brand can use this new feature to connect with your audience)

• Trend plug - Hello, Brev (try using this trending CapCut template)

• Ask the Editor - My LinkedIn posts are all over the place—help! (here’s exactly what you should be writing about)

- Charlotte, Editor ♡

I thought the fact that I drink Dr. Pepper made me ✨different✨ and ✨interesting✨.

Turns out, I am never beating the basic b*tch allegations. Because Dr. Pepper just surpassed Pepsi as the 2nd most popular carbonated drink in America.

I’ve written about the preference wars between Pepsi and Coke, who have been competing as #1 and #2 for literal decades. But honestly, I cannot say I saw this coming.

The Dr. Pepper brand is 139 years old, which begs the question--why now?

As far as carbonated drinks go, Dr. Pepper has ranked FAR below #2 for decades. In 2000, it was #6 in market share of U.S. soda brands, falling behind the nuclear waste of a drink also known as Mountain Dew.

However, the brand has used a mix of effective marketing campaigns, brand positioning, and a distribution strategy that aligns with both red and blue camps (no, not those ones).

In doing so, Dr. P has quietly climbed the ranks to take its rightful place at the top.

[Keep reading]

-Sophie, Copywriter

Meta Brings Communities to Messenger

Last week, Meta rolled out Communities to Messenger with little fanfare. This community group chat feature was originally released on WhatsApp back in 2022.

The tech giant made Community Chats available to linked Facebook groups back in 2022. However, this update allows people to join group chats for contacting businesses, private organizations and more, without having to join a group.

So how does it work?

Admins can add up to 5,000 people to Communities. This includes anyone, not just group members. Communities function similar to Discord chatrooms. Group discussions go down in front of everyone and admins can respond publicly.

How can brands use Communities?

[Keep reading]

-Devin, Copywriter

Trend Plug - Hello Brev

One word stood out from the Sidemen's reality show 'Inside', and that word is none other than 'brev.'

The famous 'Hello brev, can I get a Fanta light brev' comes from Episode 2 of Sidemen's Inside reality show. At this moment, contestant Castillo asks for a Fanta light and an assist token. It becomes pretty apparent that he uses the word quite a lot (like every other damn word he says).

Now, some businesses are creating content using the phrase, while other creators are pointing out the fact they can't help but repeat it for fun.

How to jump on this trend

You can simply use the CapCut photo template. Or you can film yourself in a POV: setting, saying the famous line around the office.

A few ideas to get you started:

• 'POV: me all week' (film this around your office)

• 'Hello Brev, can I book in a meeting?' (similar to this)

-Abdel, Social Media Coordinator

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Ask the Editor

Q - I'm just starting to post on LinkedIn and my content is all over the place. How do I know what to post about? - Elliott

Hey Elliott!

It will take a while for you to find your style and figure out what you want to post about. But after doing a whole lot of ghostwriting for our agency clients, here's what I've found: the best posts are about the journey you're on right now.

So tell stories about the challenges you're going through. Ask for advice. Talk about what you're learning. This is content that others will connect with way more than posts that just talk about your area of expertise.

As you talk about your journey, your expertise will naturally come through. But if you want to create posts that resonate with other people, just share your stories.

- Charlotte, Editor ♡