Dr Pepper Joins Super Bowl Ad Lineup


J. Dee Hill – Adweek

DALLAS Shift, a four-person urban marketing unit of The Richards Group, will run a Dr Pepper TV spot featuring Laila Ali, daughter of boxing great Muhammad Ali, during the Superbowl pre-game show

In an 11th-hour purchase, the Dallas-based soft drink maker secured the 30-second unit Friday for an undisclosed amount.

The spot, which debuted earlier this month, is called “Never settle” and shows the aspiring young boxer in training.

Dallas-based Shift was drafted by Dr Pepper in 1998 to target the African-American market.