7UP shows signs of turnaround; posts 2 consecutive periods of volume growth in 1997 IRI multi-channel take-home data. 7UP is 4th fastest-growing top-10 brand overall; fastest-growing in 2 IRI retail channels. Brand's volume up +3.7% for 1st half, up +4.4% for 1Q 1997. With 1st half industry volume up +2.9%, 7UP modestly out-performs market.

Past. For full year 1995, brand's volume essentially flat with volume up +0.1%. In 1996, volume drops throughout year. Sprite. Sprite is 7UP's primary competitor. Sprite now fastest-growing brand in top-10 (BD 8/22/97). In 6-month multi-channel data, Sprite's volume up +13.6%; brand posts 4.7 overall market share, up +0.4. 7UP's market share 2.5, flat. Multi-channel data includes: $2+ mil supermarkets, food C-stores, smaller groceries, mass merchandisers, gas C-stores, drug chains, gas mini-marts. Nielsen. In 1st half 1997 Nielsen take-home data, 7UP volume up +3.5%; 1st half 1996 7UP down -0.8%.

Upcoming. Bottlers predict at 7UP bottler meeting in San Antonio 9/15/97, Dr Pepper/Seven Up announces "major marketing initiative." Also predict "Up Thing" ad campaign (BD 9/29/95) continues, but with re-positioning to younger demographic. Several bottlers say, in words of one, "`Up Thing' needs to be bridged to a younger audience."

Top growth in 2 channels. 7UP is fastest growing top-10 brand in 2 channels for 1st half 1997: up +11.5% in small groceries; up +32.7% in gas mini-marts. In $2+ mil supermarkets, 7UP's volume growth -- though dwarfed by Sprite's +14.8% gain -- registers +4.2%. On-display. In supermarkets, 7UP's ACV with any display at 82.9%, up +1.4 percentage points vs last year; data year-to-date through 6/1/97.

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