Dr Pepper

“The Dr Pepper/ESPN partnership is really very special. They are always open to our ideas and then they figure out how to fully leverage them within the ESPN network of media.”

— Jim Trebilcock
EVP, Dr Pepper Snapple Group

Dr Pepper Objective

Increase Sport Association

Organically grow Dr Pepper equity within the College Football landscape to drive sales and donations to consumer facing Dr Pepper Tuition Giveaway Program

ESPN Strategy

College Football
and Contextual Creative

Create new ownership positions within the College Football landscape through use of contextual creative and authentic storytelling

Success Headlines

Increased Sales
Throughout the Season
KPI Overdelivery
Relevancy, Advocacy, Engagement
50% of Population
Now Likely to Recommend Dr Pepper

Our Partnership

“The playoff system has allowed us to partner with ESPN
and sell one hell of a lot of Dr Pepper.”

— Jim Trebilcock
EVP, Dr Pepper Snapple Group

College Football Playoff
Official Partnership

The season-long ESPN College Football Playoff partnership engaged fans at multiple touchpoints. Dr Pepper's ownership of the College Football Playoff trophy provided high visibility through its consistent exposure, offering a huge tangible draw for fans and Dr Pepper retail partners.

Tapping into ESPN CreativeWorks' storytelling capabilities, ESPN developed Dr Pepper's Larry Culpepper "mascot" story, which guided audiences through the playoff system in an authentic, personable and fun way.

ESPN College Football Analyst Jesse Palmer complemented Larry Culpepper onscreen and also acted as a brand ambassador to drive awareness and donations for the Dr Pepper Tuition Giveaway program.


ESPN ESPN2 ESPNU SEC Network WatchESPN ESPN.com ESPN App ESPN The Magazine ESPN Audio ESPN CreativeWorks Social Onsite

“Dr Pepper set very specific KPIs for the College Football Playoff program. I'm happy to report that we blew away the numbers on all of the relevancy, advocacy, engagement numbers and we built sales volume throughout the season.”

— Jim Trebilcock
EVP, Dr Pepper Snapple Group
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