Dr Pepper Launches CFP-Based Ad Campaign, Has Plans For In-Season ESPN Integration

College football "won't begin for another couple of weeks," but Dr Pepper is already "talking about the end of the season" in a new marketing campaign, according to E.J. Schultz of AD AGE. The effort "will put a heavy emphasis on the College Football Playoff, which has emerged as a rating blockbuster." TV ads via Deutsch, L.A., "feature Dr Pepper's Larry Culpepper character touting the playoff as the 'best tradition in college football' while he seeks support to present the national championship trophy." The first spot "shows Mr. Culpepper, who is a concessions worker, getting ready for the season by running stadium stands lugging a carrier full of Dr Pepper." Dr Pepper's six-year deal with the CFP "includes presenting sponsorship rights for the national championship trophy." While the deal "gives Dr Pepper rights to use trophy and College Football Playoff trademarks, the brand cannot use individual team logos and imagery." That "creates certain creative challenges when crafting a campaign all about football." This year, the brand is "trying to leverage the sponsorship with more social media content and integrations with ESPN." Plans include having the Culpepper character "occasionally take over Dr Pepper's Twitter feed, as well as a Culpepper microsite that will host additional content." Dr Pepper Senior VP/Marketing & Sponsorships Jaxie Alt "declined to provide details on the ESPN integrations other than to say it will go 'above and beyond our commercial time'" (ADAGE.com, 8/17).