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FoodBev Media
29 July 2008
Dr Pepper says, 'Trust me, I'm a doctor'
*Dr Pepper is joining forces with pop culture's biggest 'doctors' to educate America on an even better way to drink Dr Pepper: slowly. *
Dr J (basketball legend Julius Erving) and Dr Frasier Crane (award-winning actor Kelsey Grammer from the hit TV series Frasier) are just the first doctors of many to promote this new insight into enjoying all 23 flavours.
"I know it sounds unbelievable, but scientific research proves that because there are 23 flavours in Dr Pepper to experience, it tastes best when you drink it a little slower. We figured we've got the research, so who better to deliver the message from Dr Pepper than a doctor?" said Dr Pepper Marketing Director Jaxie Alt. "This is big news, so we're bringing in the experts to spread the word that drinking it slowly makes a Dr Pepper even better."
The new ad campaign, developed by Deutsch LA, begins airing today on network and cable television stations across the US. The Dr J spot will be the first in the 'Trust Me, I'm a Doctor' campaign, followed closely by a spot featuring Kelsey Grammer as Dr Frasier Crane.
The fully-integrated initiative will be everywhere, from TV to billboards. Even online, where visitors to the <1> website can view the TV spots.
"When we first heard this idea, we sort of cocked our heads – after all, most great soft drink advertising is not usually associated with scientific research. But then we realised that's exactly what could make it come to life. It's totally unique and unexpected enough to work," said Eric Hirshberg, President and Chief Creative Officer of Deutsch LA.