Dr Pepper × 23XI Racing

Case Study – Dr Pepper × 23XI Racing

Dr Pepper wanted to make its long-time partnership with NASCAR more meaningful to new audiences. 23XI Racing, led by Bubba Wallace and Denny Hamlin, shared that goal. Together they launched the Dr Pepper × 23XI HBCU Scholarship Program to support Black students pursuing higher education and careers in sports, business, engineering, and media.

Super Genius led strategy, creative development, and full program management. We named and branded the program, built the application portal, and managed outreach across HBCU networks. Our team produced video spots featuring Bubba Wallace, social content for Dr Pepper and 23XI channels, and the digital assets that powered paid and organic promotion.

The inaugural campaign exceeded expectations. Applications totaled more than 240, with 71 percent from diverse students and representation from over a dozen HBCUs. Engagement rates on paid social doubled category averages, and the program drove authentic conversation around diversity in racing.

In subsequent years we expanded the effort with campus outreach, refined the selection process, and deepened student storytelling. What started as a one-off campaign became an ongoing education platform tied to one of America’s most recognizable brands.

For Super Genius, it was proof that purpose and performance can share the same track.

23 Scholarships, 240+ Applicants, 71% diverse audience, 4.4% engagement rate