Crush Zero Sugar is leaning heavily on nostalgia to drive interest after a Canadian launch.

The Keurig Dr. Pepper brand has partnered with Chad Michael Murray, who found fame through roles on Dawson’s Creek and One Tree Hill, for the “Your First Crush, All Grown Up” campaign.

With creative led by LG2, the national multi-channel campaign leverages OLV, a high-impact OOH placement in Toronto’s Sankofa Square, creative wild-postings, a webpage takeover on IMDB and on social platforms popular with its target audience.

PR and influencer support includes a national media tour, creator partnerships and a “Your First Crush, All Grown Up” prom-themed event with Murray in Toronto on Wednesday. Keurig Dr. Pepper is also driving the launch of Crush Zero at retail with in-store omni support through display.

Starcom Media executed media planning, Craft Public Relations handled PR and influencer leadership and Mosaic worked on omni-channel marketing.

In April, Keurig announced that first-quarter net U.S. sales in the beverage category had grown by 11% year over year with “strong growth” for Crush. The company also said in its earnings call that a combination of impactful innovation, strong commercial execution and full funnel marketing was a driver of success.