The company's Dr Pepper/Seven Up division, based in Plano, Texas, joins the youth-oriented soft-drink fray with the launch of the green-colored, fruit-flavored dnL.
The carbonated drink,
The caffeinated dnL, which is being billed as the "upside-down" 7 Up, will be marketed using nontraditional advertising and marketing programs, as well as point-of-sale materials.
WPP Group's Y&R Advertising, New York, is 7 Up's agency, but it wasn't immediately clear if Y&R would handle dnL.
The extension was announced at the brand's annual bottler meeting.