Dr. Pepper's 23 flavors are the worlds most closely guarded secret, and they're stored at a location known as "Area 23"

The Problem

While Dr. Pepper has a very unique taste, they have trouble standing out among all of the other soft drinks

The Solution

The Area 23 campaign focuses on the unique fact that Dr. Pepper has 23 flavors inside, yet no one actually knows what those flavors are. Consumers dive head on into a huge conspiracy theory about the location of Dr. Pepper's 23 flavors, finding clues along the way.