7 UP GETS TEEN-TARGETED SPIN-OFF

Green-Colored dnL Will Be Caffeinated

By Published on .

BOSTON (AdAge.com) -- After giving Dr Pepper its first line extension in more than a century, Cadbury Schweppes is doing the same for 7 Up.

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.

20-ounce bottles
The carbonated drink,

Related Stories:
COKE PREPARES NEW PUSH FOR SPRITE
Hopes to Revive Brand's Sagging Sales
DR PEPPER POURS FIRST NEW DRINK IN 117 YEARS
Y&R Readies Campaign for New Red Fusion
PEPSI BLUE LATEST TEEN-TARGETED DRINK
No. 2 Cola Company Announces Flavor on Eve of Vanilla Coke Debut
targeting teens and young adults, will be available starting Nov. 4 in select markets in single-serve 20-ounce bottles, with take-home packaging available in April.

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.

In this article:
Most Popular