7UP bottlers today cheered a new campaign from Y&R Advertising, New York, for the sagging soft-drink brand at the bottlers' annual meeting in Dallas. The advertising features comedian Orlando Jones and the new theme "Make 7 UP yours.'' The new advertising will replace the unpopular "Are U an Un?'' campaign. For next year, Dr Pepper/Seven Up will reformulate Diet 7UP using a new blend of sweeteners. The marketer plans to boost media spending for 7UP by 20%. Parent company Cadbury Schweppes will boost spending 25% for its "flavor'' brands including A&W, Canada Dry, Schweppes and Sunkist. The mood was upbeat at the meeting despite the fact that company officials said 7 UP sales are down 3.9% year to date.
Copyright September 1999, Crain Communications Inc.