From Beverage Digest 9/4/98
 Bottlers Expect Major Change
in 7UP Ads and Marketing. As 1998 7UP bottler meeting nears, bottlers predict Cadbury overhauls 7UP advertising and marketing. Bottlers expect John Clarke -- marketing chief of Cadbury's Dr Pepper/Seven Up (DPSU) unit -- to revamp brand's image, targeting it more to 12-24 year-olds. Clarke -- praised for Dr Pepper ads/marketing -- takes over duties for 7UP and other DPSU brands last year (BD 11/7/98). Cadbury Schweppes CEO John Sunderland recently alludes to "new advertising platforms" for 7UP (BD 8/21/98). Bottler meeting set for Dallas September 15-16. Cancellation. Bottlers say DPSU cancels fourth quarter 7UP advertising in anticipation of new campaign. Bottler: "The new campaign will be much better, and they want to spend more on that. It's a smart move." Other bottler adds DPSU offered bottlers more "street" money for fourth quarter, if bottlers "would do the same." Ahead. 7UP slumps in recent years, as Sprite soars (BD 12/12/97). Bottlers say new 7UP approach will be "edgier," "more youth oriented." Ads. Though new ads' actual content is closely guarded secret, several bottlers suggest they will "show adventure motifs, how the world gets saved because teenagers drink 7UP." Youth. Bottler: "We desperately need to reach a younger consumer." Says focus groups for new ads "have been very positive with funky youngsters. (DPSU executives) have really done their homework. (New ads) will appeal to people we've never met before." Image. Bottlers observe: 1) "7UP's problem is a consumer problem. When we go head-to-head with Sprite even at a lower price point, we don't make progress because of the brand's image." 2) "7UP's image is staid and not very exciting. It needs to be more like Sprite." Adds: "New ads will try to bring the brand out of its sleeper status. It needs excitement, and I'm hearing good things." Plus. 7UP bottlers observe: 1) "We don't want to lose (existing customers), but we must get younger drinkers." 2) new ads/marketing "will have to be brilliant, because Coke is moving by the hour. 7UP's problem is Coke in the marketplace and Pepsi in the distribution system." 3) "We'll see a brand new TV campaign. But even a really good campaign won't work without adequate pricing and (display) space." 4) "7UP needs stronger 3rd-tier bottlers." 5) new ads will be "Mt Dew-esque." 6) "They changed the taste (of 7UP) last year, but the missing ingredient has been great media." 7) "(New ads) need to be radical and funky. The problem with the old ads is that I like them."
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