Keurig Dr Pepper advertising spend, FY2025

Keurig Dr Pepper (KDP) reported $629M of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.8% of revenue of $16.6B. Down 4.3% from FY2024.

Ad spend, FY2025
$629M
year ended Dec 31, 2025
Change vs prior year
-4.3%
vs FY2024
Share of revenue
3.8%
of $16.6B revenue
Rank by ad spend
#108
of 336 companies

Key facts

  • Ad spend is 1.3x its FY2015 level ($473M), slower than revenue (2.6x).
  • The highest year on file is FY2019 at $670M; FY2025 is 6% below it.
  • Largest increase +63.0% in FY2019; largest cut -27.0% in FY2020.
  • Ad spend is 3.8% of revenue, down from 4.2% in FY2020.
  • Keurig Dr Pepper spends more on advertising than 68% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M $800M FY2008 (ended 2008-12-31): $356M FY2009 (ended 2009-12-31): $409M FY2010 (ended 2010-12-31): $445M 2010 FY2011 (ended 2011-12-31): $460M FY2012 (ended 2012-12-31): $481M FY2013 (ended 2013-12-31): $486M 2013 FY2014 (ended 2014-12-31): $473M FY2015 (ended 2015-12-31): $473M FY2016 (ended 2016-12-31): $477M 2016 FY2017 (ended 2017-12-31): $547M FY2018 (ended 2018-12-31): $411M FY2019 (ended 2019-12-31): $670M 2019 FY2020 (ended 2020-12-31): $489M FY2021 (ended 2021-12-31): $540M FY2022 (ended 2022-12-31): $537M 2022 FY2023 (ended 2023-12-31): $640M FY2024 (ended 2024-12-31): $657M FY2025 (ended 2025-12-31): $629M 2025 $629M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2008 (ended 2008-12-31): 6.2% FY2009 (ended 2009-12-31): 7.4% FY2010 (ended 2010-12-31): 7.9% 2010 FY2011 (ended 2011-12-31): 7.8% FY2012 (ended 2012-12-31): 8.0% FY2013 (ended 2013-12-31): 8.1% 2013 FY2014 (ended 2014-12-31): 7.7% FY2015 (ended 2015-12-31): 7.5% FY2016 (ended 2016-12-31): 7.4% 2016 FY2017 (ended 2017-12-31): 8.2% FY2018 (ended 2018-12-31): 5.5% FY2019 (ended 2019-12-31): 6.0% 2019 FY2020 (ended 2020-12-31): 4.2% FY2021 (ended 2021-12-31): 4.3% FY2022 (ended 2022-12-31): 3.8% 2022 FY2023 (ended 2023-12-31): 4.3% FY2024 (ended 2024-12-31): 4.3% FY2025 (ended 2025-12-31): 3.8% 2025 3.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $629M -4.3% $16.6B 3.8% MarketingAndAdvertisingExpense 10-K Feb 24, 2026
FY2024 Dec 31, 2024 $657M +2.7% $15.4B 4.3% MarketingAndAdvertisingExpense 10-K Feb 24, 2026
FY2023 Dec 31, 2023 $640M +19.2% $14.8B 4.3% MarketingAndAdvertisingExpense 10-K Feb 24, 2026
FY2022 Dec 31, 2022 $537M -0.6% $14.1B 3.8% MarketingAndAdvertisingExpense 10-K Feb 25, 2025
FY2021 Dec 31, 2021 $540M +10.4% $12.7B 4.3% MarketingAndAdvertisingExpense 10-K Feb 22, 2024
FY2020 Dec 31, 2020 $489M -27.0% $11.6B 4.2% MarketingAndAdvertisingExpense 10-K Feb 23, 2023
FY2019 Dec 31, 2019 $670M +63.0% $11.1B 6.0% MarketingAndAdvertisingExpense 10-K Feb 24, 2022
FY2018 Dec 31, 2018 $411M -24.9% $7.4B 5.5% MarketingAndAdvertisingExpense 10-K Feb 25, 2021
FY2017 Dec 31, 2017 $547M +14.7% $6.7B 8.2% MarketingAndAdvertisingExpense 10-K Feb 14, 2018
FY2016 Dec 31, 2016 $477M +0.8% $6.4B 7.4% MarketingAndAdvertisingExpense 10-K Feb 14, 2018
FY2015 Dec 31, 2015 $473M 0.0% $6.3B 7.5% MarketingAndAdvertisingExpense 10-K Feb 14, 2018
FY2014 Dec 31, 2014 $473M -2.7% $6.1B 7.7% MarketingAndAdvertisingExpense 10-K Feb 14, 2017
FY2013 Dec 31, 2013 $486M +1.0% $6B 8.1% MarketingAndAdvertisingExpense 10-K Feb 23, 2016
FY2012 Dec 31, 2012 $481M +4.6% $6B 8.0% MarketingAndAdvertisingExpense 10-K Feb 19, 2015
FY2011 Dec 31, 2011 $460M +3.4% $5.9B 7.8% MarketingAndAdvertisingExpense 10-K Feb 20, 2014
FY2010 Dec 31, 2010 $445M +8.8% $5.6B 7.9% MarketingAndAdvertisingExpense 10-K Feb 21, 2013
FY2009 Dec 31, 2009 $409M +14.9% $5.5B 7.4% MarketingAndAdvertisingExpense 10-K Feb 22, 2012
FY2008 Dec 31, 2008 $356M n/a $5.7B 6.2% MarketingAndAdvertisingExpense 10-K Feb 22, 2011

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Compared with similar spenders

The 6 companies closest to Keurig Dr Pepper in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
105 Dick's Sporting Goods $641M 3.7% +23.5% FY2026
106 Ralph Lauren $635M 7.8% +22.9% FY2026
107 SharkNinja $633M 9.9% +8.1% FY2025
108 Keurig Dr Pepper $629M 3.8% -4.3% FY2025
109 Norwegian Cruise Line $622M 6.3% +21.1% FY2025
110 lululemon $618M 5.6% +14.0% FY2026
111 Hershey $612M 5.2% +2.0% FY2025

Full ranking of 336 companies · Biggest cuts #57

Questions

How much does Keurig Dr Pepper spend on advertising?

Keurig Dr Pepper spent $629M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 24, 2026.

What percentage of revenue does Keurig Dr Pepper spend on advertising?

3.8% of revenue in fiscal 2025 ($629M of $16.6B). The median across the 336 companies tracked is 5.2%.

Is Keurig Dr Pepper spending more on advertising?

No. Ad spend fell 4.3% in fiscal 2025 from fiscal 2024.

How does Keurig Dr Pepper rank by advertising spend?

#108 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Keurig Dr Pepper's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2025, filed Feb 24, 2026
Accession number
0001418135-26-000016
Company
Keurig Dr Pepper Inc., CIK 1418135, SIC 2080 (Beverages)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Keurig Dr Pepper advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 24, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/keurig-dr-pepper/advertising-spend/
Download
CSV, all years · CSV, all 336 companies