Dr Pepper/Seven Up, Dallas, launches its new teen-targeted campaign for 7 UP with a 30-second spot breaking during the second quarter of Super Bowl XXXIII. The theme is "Are U an UN?"; the setting is a convenience store under the watch of an evil "syndicate," with hip teens who have no use for authority plucking bottles of 7 UP from coolers. The commercial is part of a package for game day, and the start of a seven-day blitz on network and cable TV. Company officials declined to disclose spending for the game broadcast on Fox, but indicated they aren't paying the $1.6 million considered to be the average price for a slot. The campaign, from Y&R Advertising, New York, marks another step in efforts to attract younger customers to the sagging brand.
Copyright January 1999, Crain Communications Inc.