Actual research proves holding Dr Pepper in your mouth longer changes the taste. This campaign stepped right into those findings and announced this discovery to the world. And who better to deliver the slightly unorthodox science behind Drink It Slow than a few unorthodox doctors of pop culture? From Dr Dre to Dr Evil, we learn slow is the way to love Dr Pepper.

The fully-integrated initiative is everywhere, from TV to billboards. It is even online, where visitors to the drpepper.com website will be able to view Dr. Js "no special effects were used" shot from the TV spot.