Drinks brand Dr Pepper has launched a Valentine’s Day campaign which features branded prize giveaways as well as the return of the ‘Dr Luvre’ billboard advertisements.

The marketing drive builds on the successful launch of the Dr Pepper Cherry Crush Zero Sugar last year, which was a limited-edition flavour that is now in the permanent range.

The business said, the roll-out was driven by sustained shopper demand and a standout sales performance.

It said the Cherry Crush Zero Sugar variant sold 11.8m litres and is now worth £21.3m, delivering 38% of total Dr Pepper brand growth across grocery and impulse channels.

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The promotion is set to run until 2 March and is available across select packs of Dr Pepper Zero Sugar Cherry Crush in 330ml and 500ml formats, 2-litre bottles and multipacks of 330ml cans.

The giveaways will be supported by a wider marketing campaign which involves influencer partnerships, in-store sampling and experiential OOH advertising.

Shoppers will be able to participate by scanning a QR code on the promotional packs.

Rob Yeomans, vice-president of commercial development at Coca-Cola Europacific Partners GB, said: “Dr Pepper has carved out a unique space in the flavoured carbonates segment thanks to its one-of-a-kind taste and bold brand personality.

“Our playful ‘Dr Lurve’ campaign taps into seasonal shopper behaviour with fun, flirtation and a flavour fans already love, while giving retailers a great opportunity to drive engagement and sales.”

Convenience retailers will be able to download Dr Pepper Cherry Crush Zero Sugar POS materials through Coca-Cola Europacific Partners’ website.