PLANO, Texas, Aug. 30, 2016 – This college football season, Dr Pepper is going on the road. To celebrate one of America’s greatest institutions, Dr Pepper’s famous concessionaire, Larry Culpepper, is back and will be featured in their newest campaign. Culpepper will be hosting tailgates at games across the country, kicking off at the 2016 AdvoCare Classic in Arlington, Texas on September 3rd.
Larry’s return for the 2016 season will have him venturing out and connecting directly with college football fans across the country in the Tailgate 2000, a custom-made, state-of-the-art RV that was tricked out by California-based auto restyling center West Coast Customs. Equipped with anything and everything needed for a great Dr Pepper tailgate, the Tailgate 2000 features a retro-style TV, coolers for Dr Pepper, pigskin seats and a custom mural of Larry himself.
“The Tailgate 2000 is my best invention since the college football playoff, and I’m going where no vendor has gone before – outside the stadium,” said Culpepper. “It’s more than just a souped-up RV – it’s a mobile oasis that’s perfectly engineered to bring Dr Pepper, a college football tradition, to any tailgate, homegate or any other type of gate.”
“Larry Culpepper has resonated in such an astounding way among Dr Pepper and college football fans and he’s built up quite the loyal following,” said Jaxie Alt, senior vice president of marketing, Dr Pepper. “College football fans often share their tailgate experiences while enjoying an ice cold Dr Pepper, which is why we’re giving Larry the opportunity to share Dr Pepper with all his friends across the nation.”
Larry and the Tailgate 2000 will make the following stops on the Dr Pepper 2016 College Football Roadshow:
Dallas/Arlington, Texas, on Sept. 3 for the Advocare Classic (USC vs. Alabama)
Madison, Wis., on Oct. 29 for Nebraska at Wisconsin
Atlanta, Ga., for SEC Championship Game on Dec. 3
Atlanta, Ga., for Peach Bowl (CFP Semi-final) on Dec. 31
Tampa, Fla., for National Championship Game on Jan. 9
After being introduced in Dr Pepper’s 2014 college football campaign, Larry Culpepper quickly became a college football icon and a fixture not only in sports but mainstream entertainment and American pop culture. Larry’s initial 2014 campaign theme came with his claim that he invented the College Football Playoff, followed in 2015 by his intention to present the Trophy to the national champion.
The Dr Pepper 2016 College Football Road Show is supported by a robust integrated consumer campaign including national TV, print, radio and billboard ads along with unique digital content.
In addition to the tailgate, Dr Pepper’s 2016 College Football Roadshow kicks off digitally on Saturday, Sept. 3, with a sponsored Snapchat lens that will allow fans to become Larry – donning his signature flip shades and Dr Pepper visor. That Saturday will also feature Larry’s first ever Facebook Live video, live from AT&T Stadium in Arlington, Texas. Tune into Facebook.com/DrPepper to see how Larry counts down to kick-off from the Tailgate 2000.
During the college football campaign, Dr Pepper will also release 10 new TV spots, beginning with a preview of Larry’s new ride, the Tailgate 2000. The spot titled “Presenting the Tailgate 2000” began airing on Aug. 22 and features an epic introduction to the RV Larry will be taking to tailgates across the country.
A myriad of additional spots will feature flashbacks of Larry’s lineage at college football games over the years, Larry tailgating with current and former athletes – including Marcus Allen, Vince Wilfork and Cardale Jones – and a bromance between Larry and retired coach, Steve Spurrier. ESPN personalities Jesse Palmer and Joe Tessitore will also make appearances when the season long narrative culminates in two custom TV spots developed exclusively for the biggest game of the season, the National Championship Game. Broadcast creative will have heavy weight throughout the season on ESPN, ABC, CBS, FOX and various other sports cable and network properties.
Dr Pepper will also treat fans to a series of digital posters, starring none other Larry himself as Cooler Commando, Big Man On Campus and The Bleacher Boss. Fans can have a chance to score a printed poster, Larry bobbleheads and Larry costumes by following @drpepper on select game days throughout the season. Fans will also find the Dr Pepper concessionaire inside homepage takeovers with ESPN, CBS, and FOX digital partners.
About Dr Pepper Snapple Group
Dr Pepper, a brand of Dr Pepper Snapple Group (NYSE: DPS), is the oldest major soft drink in the United States. Since 1885, the 23 flavors of Dr Pepper have earned legions of fans that enjoy its unique, refreshing taste. The brand is available in Regular, Diet, 10 calorie, Caffeine Free and Cherry varieties. DPS is a leading producer of flavored beverages, marketing Dr Pepper and 50-plus other beverage brands across North America and the Caribbean. For more information, visit DrPepper.com or DrPepperSnapple.com. For the brand's latest news and updates, follow Dr Pepper at Facebook.com/DrPepper or Twitter.com/DrPepper.
Dr Pepper Snapple Group