Dr. Pepper officially announced a departure from Larry Culpepper with its college football advertising campaign.
The company released a statement about parting with Jim Connor, who played Culpepper in recent years. Word of the decision was reported Monday afternoon. The Culpepper character was a concession worker and the College Football Playoff’s self-proclaimed inventor.
“Larry Culpepper has been a great part of our Dr Pepper college football sponsorship for the past four years and has helped us delight fans throughout the season,” Dr. Pepper said in a statement via Ad Age’s E.J. Schultz. “With the renewal of our college football sponsorship, we’ve decided to take our football-related advertising in a new creative direction and are planning an all-new campaign this season. We are as committed as ever to our college football partnership as we head toward the 150th anniversary of the game, and we are looking forward to engaging and exciting fans in new ways.”
It sounds like this is a simple case of Dr. Pepper deciding to use a different strategy with the renewal of its college football sponsorship. The company has every right to do so. Still, some of the initial reactions on Twitter on Monday suggest that more than a few people will miss Culpepper as Dr. Pepper moves ahead with its advertising efforts for college football season.
It will be interesting to see what Dr. Pepper comes up with as a replacement for Culpepper. Chances are, comparisons between the new and old advertising campaigns will be inevitable.