7UP relaunch plans outlined

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Launch plans for reformulated 7UP, due in stores Jan. 1, call for ad spending this holiday season and in 1998's first quarter at double last year's rate. Two transitional TV spots and a radio ad from Y&R Advertising, New York, themed "Refreshing moments," air in December, building on 7UP's 2-year-old "It's an Up thing" campaign. Three new TV ads launch a megamarketing effort beginning Jan. 26 that includes a major product sampling program and buys on MTV and ESPN SportsCenter. The relaunch will be supported by "significant" increases in marketing spending, which include a first-time 25% contribution from bottlers. The company declined to release spending figures.

Cadbury Schweppes' Dr Pepper/Seven Up unit unveiled the relaunch, as expected, at its bottlers' meeting today as part of a bid to regain share from Coca-Cola Co.'s Sprite. Officials, careful to avoid the word "new" to avoid comparisons with ill-fated new Coke, said 7UP will have an "enhanced" flavor of lemon and lime. Carbonation and sweetness remain unchanged. The "Uncola" message is off the label in favor of a new phrase: "Crisp, clear, refreshing taste!" A slice of lemon and lime was added to the logo's red dot.

Copyright September 1997, Crain Communications Inc.

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