7UP SHOOTS FOR HUMOR

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Taste is the focus of a new TV campaign for Diet 7UP. Two spots from Leo Burnett USA, Chicago, attempt a humorous approach to blind taste testing. In one commercial, a blindfolded man before a firing squad is asked to compare Diet 7UP with a diet cola; in the other, a blindfolded circus knife thrower takes the challenge. The spots will begin airing nationally in April. Seven-Up USA hopes to take advantage of a vulnerable diet cola market. Two new commercials for regular 7UP also will break next year, probably in late May. Both use the spokescharacter red spots. The campaigns will be screened today at the marketer's annual bottler meeting in Puerto Rico.
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