By now you've heard the powers-that-be have decided Larry Culpepper has served his last Dr. Pepper.
The drink's pitchman - and self-proclaimed inventor of the College Football Playoff - will no longer be a part of the company's ad campaigns.
The news of the fictitious character's demise swept through a college football news cycle on a pace comparable to a Nick Saban press conference meltdown.
So much so that a A Dr. Pepper spokeswoman confirmed the move with a statement to adage.com.
"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.