The Jan. 31 Super Bowl launch of the campaign will be preceded in the four weeks before the game by 250 airings of teaser commercials asking, "Are U an UN? Find out 1-31-99." No mention of the 7 UP brand is made.
The marketer said "an UN is a person who is unique, self-confident and self-assured--a 7 UP drinker. In the spots breaking during the Super Bowl, the story line features a battle pitting the UNs against a group called the Anti-Refreshment Syndicate, which tries, unsuccessfully, to stop the UNs from enjoying 7 UP.
Dr Pepper/Seven Up said it purchased one 30-second commercial during the Super Bowl's second quarter, a 30-second spot during cable TV network MTV's alternate half-time show and a 30-second spot in the Super Bowl post-game show on Fox. A fourth 7 UP spot that day will air during Fox's prime-time schedule. The Super Bowl debut for the campaign will be followed a "7 Nights of 7 UP" media blitz.
John Clarke, chief advertising officer for Dr Pepper/Seven Up, unveiled the new campaign at 7 UP's annual bottler meeting in Plano. Spending was not disclosed.
Volume for the soft-drink brand fell 2.3% in the January-July period of this year compared to a year ago, despite a major product repositioning that kicked off at the beginning of the year. "The results are beyond disappointing," said Todd Stitzer, president-CEO, Dr Pepper/Seven Up.
Copyright September 1998, Crain Communications Inc.