Dr. Pepper wanted to create an eye-popping campaign with dimensional graphics that promoted the upcoming release of Iron Man 2 and the "Win a Media Laboratory sweepstakes". The goal was to correlate the relationship of the film with the Dr Pepper product line, while keeping the imagery of the movie’s characters in the consumer’s mind. The 3D effects of the lenticular and dimensional graphics grabbed the attention of the customer while each element boldly announced the movie.