Cadbury Set to Debut New 7UP Graphics.
Reformulates Diet 7UP.

Cadbury's Dr Pepper/Seven Up unit (DPSU) will introduce redesigned package graphics for 7UP on Oct. 1 (BD 9/24/99). Cadbury says new graphics aim to present "bolder, cleaner, more contemporary image." Traditional 7UP logo will be more prominent; will no longer use splash pattern background; brand's traditional red spot becomes more visible (photo). Logo's slightly swirling/ psychedelic look likely designed to appeal to young consumers that Cadbury is trying to attract to brand with "Up Yours" campaign.

Plus. DPSU also reformulates Diet 7UP and Diet Cherry 7UP; will use aspartame/ace-K blend instead of 100% aspartame. Canadian 7UP Light -- owned by Pepsi -- previously reformulated with same sweetener blend (BD 2/9/96). DPSU says reformulated diet version has "enhanced lemon and lime flavors similar to enhancements made to regular 7UP in 1998." Cherry 7UP and Diet Cherry 7UP "will have more pronounced cherry flavor."