Dr Pepper's very first professional "athlete" endorsement turns out to not be a traditional sports star at all. Halo 3 player Tom Taylor, who goes by Tsquared on the labels will begin appearing on about 175 million 20-ounce bottles between January to April 2009.
With the young demographic increasing trading in TV and magazine time for video games, a gaming celebrity seems to be the obvious choice for the brand.
One shouldn't estimate Taylor's skill and dedication though. Reportedly, he has a contract with the sports association Major League Gaming, puts in up to 15 hours a day practicing his Halo 3 skills, and has a high profile among gamers. The celebrity endorsement deal with Dr Pepper seems to be the icing on the cake.
Along with Dr Pepper, brands like Stride gum, Old Spice and Panasonic have also signed on as league sponsors, which means they have signs and booths at events, promotion on the league’s Web site and permission to use its logos in their marketing.
Via: NY Times