7 UP rebuffs complaints about ad

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Dr Pepper/Seven Up, Plano Texas, said it will continue to air a new TV commercial for 7 UP that has drawn some consumer complaints since its debut on network TV and national cable last month. The 30-second spot, the first of nine in a youth-targeted campaign for the sagging brand, shows comedian Orlando Jones wearing a T-shirt, the front of which says "Make 7'' and the back "Up Yours''--combined, the words make up the slogan of the campaign, "Make 7 UP yours." The agency is Y&R Advertising, New York. Last week, the marketer told bottlers to refer consumer complaints to a toll-free number at corporate headquarters.

Copyright December 1999, Crain Communications Inc.

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