CLIENT
Cadbury Schweppes Americas Beverages, Inc.
Randy Gier, CMO
Jim Trebilcock, SVP- Consumer Mktg.
Sean Gleason, SVP- Creative Services
Kelli Freeman, VP- 7UP and Core Diets
Shaun Nichols, Dir. of Advertising
AGENCY
Young & Rubicam New York/ San Francisco *Lead Agency
Scott Larson, Executive Creative Dir.
Brad Berg, Executive Creative Dir.
Paul Carek, Sr. Copywriter
Hilary Wolfe, Sr. Art Dir.
Amy Frisch, EVP- Managing Partner
Elizabeth Warner, Sr. Account Planner
mediaedge:cia
SUMMARY
Saddled with over a decade of being in the red, a category barraged by negative media and a product falling off the radar, 7UP took a bold stance to revive itself with the launch of 7UP Plus. The soft drink contains calcium to make it relevant to an adult female target in a "better-for-you" segment. With one-quarter the budget of Pepsi's and Coke's new launches, 7UP Plus came within one percentage point of the industry new-trial standard and helped turn around the total 7UP franchise.
