BD obtains segments of Cadbury's research from first airing of new 7UP "Are you an Un" advertising campaign (BD 9/25/98). Ads, aimed at refocusing brand to youths, were introduced on Jan. 24th Super Bowl, prefaced by teaser spots. Cadbury conducts national tracking study over subsequent four weeks. Finds 7UP's: 1) "top-of-mind awareness" up +5 points. 2) "unaided advertising awareness" up +4. 3) "total advertising awareness" up +11. 4) "total 4-week usage" up +2.

Volume. Cadbury says for four weeks before Super Bowl, 7UP's volume was down -2.8% in IRI "food results." In four weeks after Super Bowl, volume was up +6.8%. Separate data. Data jibes with Wall Street IRI data showing for four weeks ending Feb. 28, 7UP notches first market share gain in over a year, up +0.1; brand's volume up +5.3%. View. 7UP bottler: "We're encouraged by the early results, but the jury is still out. It's way too early to tell."

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