Dr Pepper, Walmart Help Shoppers 'Entertain Like a Champion' for Inaugural College Football Playoffs

Dr Pepper Snapple Group leads program into Walmart with a sponsorship from ESPN and brand character ambassador Larry Culpepper

Dec 26, 2014, 08:00 ET from Dr Pepper Snapple Group

PLANO, Texas, Dec. 26, 2014 /PRNewswire/ -- The bracket's been drawn. The standings no longer apply. The final four -- Alabama, Oregon, Florida State and Ohio State -- will compete, beginning New Year's Day, in the first-ever college football playoffs. And for retailers like Walmart, with a brand new, hotly anticipated sporting event comes a new and exciting shopping occasion. The world's largest retailer looked to Dr Pepper Snapple Group to collaborate on "The College Football Play Book," a supplier-led initiative that aims to help Walmart shoppers "Entertain Like a Champion." It is the biggest shopper marketing program Dr Pepper has ever run with Walmart.

Excitement around the first college football playoffs has ESPN estimating a substantial rise in at-home viewership. Dr Pepper, a long-time sponsor of college football, has a sponsorship with ESPN for the playoffs and brought it to Walmart, helping its shoppers look for ways to entertain but do it for less… less time, money and energy. Dr Pepper partnered with Kellogg's and its Cheez-It and Pringles brands to build out one-stop snacking centers around the games, with the New Year period historically a time for Walmart shoppers to re-stock after holiday entertaining.

Running early December through the middle of January, the exclusively branded ESPN Dr Pepper College Football Play Book at Walmart, includes a co-branded TV spot featuring brand character ambassador, Larry Culpepper, a short-shorts, knee-braced Dr Pepper vendor eager to throw the best college football playoff party by shopping in Walmart. The spot runs prominently on ESPN. Larry is also featured on the playbook page at walmart.com and over social media. The walmart.com page showcases a lineup of products (the players) and a host of recipes (the plays). Targeted banner ads on the site will drive shoppers to the brand page.

Other elements include national ESPN radio, online display ads, mobile video ads, Facebook posts on Walmart and Dr Pepper, targeted digital media through Walmart's WMX segmentation, and a major push in-store with pallet train displays and local retailtainment events in stores where the games will be played and in hometown markets of the teams competing. The events include games like an inflatable football toss, prize giveaways, a national championship trophy tour, and a few stores will giveaway tickets to the All State Sugar Bowl, Rose Bowl Game and the National Championship game.

"We are working with a retail giant to create completely incremental entertaining occasions. In a category looking for frequency gains to drive dollar share, this program helps close that gap. Walmart has been fully integrated throughout the process and we both feel confident that this platform will grow our business this year and in years to come," said Jaxie Alt, Senior Vice President of Marketing, Dr Pepper Brand.

Dr Pepper worked with key agency partners for the Walmart program including Catapult on insights and creative, The Integer Group on digital creative, Starcom MediaVest on digital media buying, Initiative on TV media buying, and Deutsch Inc. on TV concept and production.

About Dr Pepper Snapple Group
Dr Pepper Snapple Group (NYSE: DPS) is a leading producer of flavored beverages in North America and the Caribbean. Our success is fueled by more than 50 brands that are synonymous with refreshment, fun and flavor. We have 6 of the top 10 non-cola soft drinks, and 13 of our 14 leading brands are No. 1 or No. 2 in their flavor categories. In addition to our flagship Dr Pepper and Snapple brands, our portfolio includes 7UP, A&W, Canada Dry, Clamato, Crush, Hawaiian Punch, Mott's, Mr & Mrs T mixers, Penafiel, Rose's, Schweppes, Squirt and Sunkist soda. To learn more about our iconic brands and Plano, Texas-based company, please visit www.DrPepperSnapple.com. For our latest news and updates, follow us at www.Facebook.com/DrPepperSnapple or www.Twitter.com/DrPepperSnapple.

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SOURCE Dr Pepper Snapple Group