Dr Pepper, Plano, Texas, is teaming up with rock band KISS as a first-time advertiser during Super Bowl XLIV. The ad will air in the second quarter of the game and feature Gene Simmons returning as "Dr. Love" in the extension 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 taste — achieved with a "kiss" of cherry flavor, the company says.
"Being a part of the big game gives us access to nearly 100 million viewers,” said Tony Jacobs, vice president of marketing for Dr Pepper, in a statement. “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."
Created by Deutsch LA, the "Trust Me, I'm a Dr" campaign features notable pop culture "doctors" including Kelsey Grammer, known for his role as Dr. Frasier Crane; music artist Dr. Dre; and Julius Erving, known as Dr. J. Simmons is the first doctor to be featured a second time.