Dr Pepper Blackberry

Sounds of Succulence Vinyl_ 2025

What does a soda sound like? We decided to find out.

To launch Dr Pepper Blackberry, we built an entire ambient album from the real sounds of the drink — the crack of a can, the rush of carbonation, the slow settle of fizz. Then we pressed it to vinyl. Not as a stunt, but as a genuine artifact: hand-pressed records with organic color variation baked into every copy, etched detailing, and a lenticular cover that shifts between positive and negative depending on how the light catches it. No two records came out exactly the same.

The idea came from a simple tension: Gen Z is the most digitally native generation alive, and yet they're the ones buying record players. They're the ones seeking out objects with weight, texture, and permanence. Sounds of Succulence was designed for that instinct — to turn a product launch into something worth owning, displaying, and passing around.

It sold out in 24 hours.