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DR PEPPER POURS FIRST NEW DRINK IN 117 YEARS

Y&R Readies Campaign for New Red Fusion

By Published on .

BOSTON (AdAge.com) -- Cadbury Schweppes' Dr Pepper/Seven Up begins pouring Red Fusion today.

The first shipment will go to children in the Springfield, Mo., area,

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though Dr Pepper's first extension in its 117-year history should be on shelves elsewhere this summer. The target is consumers 12 to 24 years old.

Marketing will include point-of-sale materials, merchandising and sampling. TV from WPP Group's Y&R Advertising, New York, should be on air by early August. Radio and outdoor will accompany.

Y&R also handles advertising for Dr Pepper as well as its 7 Up brands.

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