01/04/2010
KISS IN DR PEPPER SUPER BOWL COMMERCIAL!
By SUZANNE VRANICA
In an effort to drum up more interest in its recently launched Dr Pepper Cherry, Dr Pepper Snapple Group Inc. has bought advertising time during Super Bowl XLIV.
The purchase marks the first time in the company's 125-year history that Dr Pepper will advertise during the National Football League championship, which will be broadcast by CBS Corp. on Feb 7.
The soft-drink maker's commercial for the big game will feature rocker Gene Simmons and his KISS band mates. Mr. Simmons starred in a Dr Pepper Cherry ad campaign in March, which introduced Dr Pepper Cherry.
By SUZANNE VRANICA
In an effort to drum up more interest in its recently launched Dr Pepper Cherry, Dr Pepper Snapple Group Inc. has bought advertising time during Super Bowl XLIV.
The purchase marks the first time in the company's 125-year history that Dr Pepper will advertise during the National Football League championship, which will be broadcast by CBS Corp. on Feb 7.
The soft-drink maker's commercial for the big game will feature rocker Gene Simmons and his KISS band mates. Mr. Simmons starred in a Dr Pepper Cherry ad campaign in March, which introduced Dr Pepper Cherry.
Dr Pepper Snapple is jumping onto the gridiron as PepsiCo Inc.'s beverage brands take a break from the big game, ending a 23-year Super Bowl run. Dr Pepper will go head-to-head with beverage giant Coca-Cola Co., which has bought several ad slots during the game. One of Coke's spots will feature the Simpsons, people familiar with the matter have said.
Media buyers say some 30-second spots on the Super Bowl broadcast are fetching nearly $3 million although ad slots in later quarters are cheaper.
Dr Pepper Snapple declined to disclose how much it paid for its ad real estate. "It's certainly the most expensive spot I have ever bought, but it's also the only one I can buy that gets 100 million viewers," said Jim Trebilcock, Dr Pepper Snapple's chief marketing officer. Last year, 98.7 million viewers tuned in to see the Pittsburgh Steelers defeat the Arizona Cardinals.
Dr Pepper Snapple has been pouring more money into advertising since it was spun off from Cadbury PLC in May 2008. Mr. Trebilcock said the company plans to increase its ad spending by more than 10% this year. He declined to give specific figures.
TNS Media Intelligence, an ad-tracking service owned by WPP PLC, said Dr Pepper Snapple spent $121 million on U.S. ad time in 2008 and $122 million during the first nine months of 2009.
Dr Pepper Cherry grabbed a 0.3% share of the carbonated soft-drink market in the first nine months of last year, said John Sicher, editor and publisher of Beverage Digest. "With line extensions, you never know how they will do until they have been in the market for a full year, but this one appears to be off to a good start," he said.
Marketers already signed on to advertise during Super Bowl XLIV include Anheuser-Busch InBev NV, car maker Hyundai Motor Co., restaurant chain Denny's Corp., Diamond Food's Pop Secret popcorn and job-search sites Careerbuilder.com and Monster.com, a unit of Monster Worldwide Inc.
In an effort to drum up more interest in its recently launched Dr Pepper Cherry, Dr Pepper Snapple Group Inc. has bought advertising time during Super Bowl XLIV.
The purchase marks the first time in the company's 125-year history that Dr Pepper will advertise during the National Football League championship, which will be broadcast by CBS Corp. on Feb 7.
The soft-drink maker's commercial for the big game will feature rocker Gene Simmons and his KISS band mates. Mr. Simmons starred in a Dr Pepper Cherry ad campaign in March, which introduced Dr Pepper Cherry.
By SUZANNE VRANICA
In an effort to drum up more interest in its recently launched Dr Pepper Cherry, Dr Pepper Snapple Group Inc. has bought advertising time during Super Bowl XLIV.
The purchase marks the first time in the company's 125-year history that Dr Pepper will advertise during the National Football League championship, which will be broadcast by CBS Corp. on Feb 7.
The soft-drink maker's commercial for the big game will feature rocker Gene Simmons and his KISS band mates. Mr. Simmons starred in a Dr Pepper Cherry ad campaign in March, which introduced Dr Pepper Cherry.
Dr Pepper Snapple is jumping onto the gridiron as PepsiCo Inc.'s beverage brands take a break from the big game, ending a 23-year Super Bowl run. Dr Pepper will go head-to-head with beverage giant Coca-Cola Co., which has bought several ad slots during the game. One of Coke's spots will feature the Simpsons, people familiar with the matter have said.
Media buyers say some 30-second spots on the Super Bowl broadcast are fetching nearly $3 million although ad slots in later quarters are cheaper.
Dr Pepper Snapple declined to disclose how much it paid for its ad real estate. "It's certainly the most expensive spot I have ever bought, but it's also the only one I can buy that gets 100 million viewers," said Jim Trebilcock, Dr Pepper Snapple's chief marketing officer. Last year, 98.7 million viewers tuned in to see the Pittsburgh Steelers defeat the Arizona Cardinals.
Dr Pepper Snapple has been pouring more money into advertising since it was spun off from Cadbury PLC in May 2008. Mr. Trebilcock said the company plans to increase its ad spending by more than 10% this year. He declined to give specific figures.
TNS Media Intelligence, an ad-tracking service owned by WPP PLC, said Dr Pepper Snapple spent $121 million on U.S. ad time in 2008 and $122 million during the first nine months of 2009.
Dr Pepper Cherry grabbed a 0.3% share of the carbonated soft-drink market in the first nine months of last year, said John Sicher, editor and publisher of Beverage Digest. "With line extensions, you never know how they will do until they have been in the market for a full year, but this one appears to be off to a good start," he said.
Marketers already signed on to advertise during Super Bowl XLIV include Anheuser-Busch InBev NV, car maker Hyundai Motor Co., restaurant chain Denny's Corp., Diamond Food's Pop Secret popcorn and job-search sites Careerbuilder.com and Monster.com, a unit of Monster Worldwide Inc.
