January 05, 2010
Latest installment of popular 'Trust Me, I'm a Dr' campaign features the entire KISS lineup

Dr Pepper, the oldest major soft drink in the U.S., is teaming up with legendary rockers KISS as a first-time advertiser during Super Bowl XLIV. The ad will air in the second quarter of the big game and feature Gene Simmons returning as "Dr. Love" in the next evolution of the brand's "Trust Me, I'm a Dr" campaign. Paul Stanley and the entire KISS lineup will join Simmons to describe Dr Pepper Cherry's uniquely smooth taste - achieved with a "kiss" of cherry flavor.

"Being a part of the big game gives us access to nearly 100 million viewers. We're taking this opportunity to reach as many fans as possible to promote our innovative Dr Pepper Cherry flavor and celebrate our 125th Anniversary. This is just the right ad at just the right time," said Tony Jacobs, vice president of marketing for Dr Pepper.

Created by Deutsch LA, the new spot is an extension of the "Trust Me, I'm a Dr" campaign that features notable pop culture "doctors" including Kelsey Grammar (a.k.a. Dr. Frasier Crane), Dr. Dre and Julius Erving (a.k.a. Dr. J). Simmons is the first doctor to be featured a second time.

"When Gene Simmons recruited his band mates to join him in the campaign, we knew it was a perfect combination for a Super Bowl ad - a flavorful new product and flavorful characters," said Jacobs.

Throughout its 125-year history, Dr Pepper has created some of the most iconic ad campaigns in America, including "I'm a Pepper," "Be You" and "Just What the Doctor Ordered." ranked the 1970s' "I'm a Pepper" ad among the "10 Commercial Jingles We Can't Forget." The new ad is just one element of Dr Pepper's year-long celebration of its 125th Anniversary which kicks off Jan. 25, 2010.

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