Keurig Dr. Pepper - 24/7 Day Partner

For Keurig Dr Pepper (KDP), participation in 24/7 Day isn’t a yearly rinse-and-repeat effort. It’s a strategic campaign rooted in authenticity, employee passion and business value that intentionally evolves year-over-year.

The Three-Lens Framework

KDP uses a proven framework to evaluate all its partnerships, including 24/7 Day, through three primary filters. Answering yes to these questions helps ensure it will resonate strongly internally and work for the brand externally, as well.

Employee Alignment. First, the company asks: Does this matter to our people? In this case, yes. KDP has active employee resource groups, including one dedicated to first responders, the centerpiece of 24/7 Day’s mission. By participating, KDP leadership shows employees that it sees what they value–and is willing to reflect those values back.
Connection to Existing Efforts. Second, KDP considers: Does this initiative align with existing external commitments? As it pertained to 24/7 Day, KDP already supported disaster response and community resilience as part of its ongoing relationship with the American Red Cross--one of the fundraising recipients for24/7 Day effort. This made it easy to fold in under a broader resilience strategy.
Business Relevance and Authenticity. Finally, KDP evaluates: Can this have business impact? Convenience stores represent one of KDP’s most significant retail channels, and first responders and emergency personnel are loyal consumers of KDP brands in those spaces. This makes participation a great tool, then, to reach this key audience in a way that is meaningful to them.

Wrapped around the “yes” to these three filters is the hard work of continuous improvement. Each year, the company looks how to level up its efforts based on what is working and how it may need to change. One year, this may be giveaways of a new and popular product. The next year, it may be tie-ins to timely summer sponsorships. The team’s flexibility allows for fresh thinking.

Starting Small, Scaling Smart

While the team now takes a yearly approach, it started much more simply. The journey began with a single retail partner that demonstrated strong enthusiasm for 24/7 Day. Rather than attempting a national rollout immediately, KDP piloted a targeted program with this one partner which allowed everyone to learn what worked. This is something it encourages all suppliers to try whether it’s a modest promotion, localized partnership, or a small campaign.

The team also makes sure to bring in other stakeholder groups for brainstorming including colleagues from marketing, sales, corporate affairs, community relations and investor relations, just to name a few. With feedback from these teams, KDP ensures programs are thoughtfully designed, fully supported, and have buy-in across departments when they launch, amplifying their impact.

Strengthening the Ecosystem

KDP ultimately views its involvement as an investment in the broader convenience ecosystem. Aligning the KDP brand with something so impactful and positive doesn’t have a downside and the 24/7 Day event is something that speaks to the core values that convenience stores bring to their communities. So, while there is certainly a sales component, there’s also a softer ROI to be gained, which is the power of aligning with partners around a shared purpose that also gives back.