Behind Dr Pepper’s Fansville Gameplan with Ben Sylvan

No brand collaboration is as synonymous with college football as Dr Pepper, and that’s by no mistake. Now in its eight season, the leaders behind Fansville’s effervescent brand story are running all new plays.

In this episode of Brand Insider, Kate Terhune goes 1:1 with Ben Sylvan, SVP of Connected Media at Keurig Dr Pepper, to unpack how he’s retooling a modern CPG media engine around one interconnected strategy.

Fresh from The Trade Desk, Ben walks through why KDP moved from a “Chipotle assembly line” of channel owners to a true PESO formation—one integrated lead tackles everything from the biggest screen to the IRL interaction at point of sale. He talks team structures that empower success and measurement playbooks that allow for real time refinements.

Ben’s north star is simple: growth. The gameplan? Precision, personalization, and partnerships—from Jerry Jones in an “away game” cameo to RC Cola’s legacy with the Chicago Bears. 

If you’re building connected media for outcomes—not org charts—this conversation is your playbook.