In fall 2004, Dr Pepper, America's oldest major soft drink, launched its first new flavor introduction in more than 100 years — Cherry Vanilla. Richards Partners was charged with creating awareness of and excitement around the new flavor among employees, key retail stakeholders and, through the media, Dr Pepper consumers — all within a time frame of 30 days.

The Cherry Vanilla launch was themed around yesterday's soda fountain culture to emphasize both the heritage of Dr Pepper and nostalgia for the Cherry Vanilla flavor. On launch day, Richards Partners orchestrated multiple activities at Dr Pepper headquarters to unveil the soda to employees and to entice the media. More than a thousand employees gathered at the front entry were greeted by "Marilyn Monroe," "Elvis" and the University of North Texas marching band. Almost 300 retro-dressed carhops on roller skates broke through a banner, each carrying a can of Cherry Vanilla Dr Pepper.

Specialty-wrapped Cherry Vanilla Dr Pepper gift baskets packed with press kits, product and promotional items were hand-delivered to reporters while the carhops visited television and radio stations to deliver samples. B-roll of launch day activities was packaged with sound bites and images of the soda production line and fed via satellite to television stations. A multimedia news release using the press release, B-roll and product shots and logos was distributed over the wire. As a final lure for media, Dr Pepper agreed to donate $1 to the American Red Cross for every Cherry Vanilla Dr Pepper sampled.

Though the launch was intended to be regional, the Cherry Vanilla Dr Pepper story quickly garnered national attention with the likes of "The Daily Buzz," CNBC, MSNBC, Newsday and The Associated Press. From Los Angeles to Boston and points in between, the media spread the story. Within three days, Richards Partners placed 272 stories reaching more than 31 million people and valued at almost $4.8 million. Sales today are three times the original projected figures.