Cadbury Schweppes' Dr Pepper/Seven Up unit, Plano, Texas, will terminate its estimated $40 million 7 UP campaign by summer's end. The decision was made less than six months after its high-profile launch on the Super Bowl.The edgy campaign, disliked by many 7 UP bottlers, targeted younger customers with the theme, "Are you an un.'' Y&R Advertising, New York, is working on new creative, slated to break after the summer. The theme will be replaced, although the target remains the same, a Dr Pepper/Seven Up spokesman said. The decision to end the campaign was first disclosed in industry newsletter Beverage Digest.
Copyright June 1999, Crain Communications Inc.