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7Up Changing Advertising, Formula

September 21, 1995

DALLAS (AP) _ 7Up is getting rid of the Spot.

A marketing makeover next year will eliminate Spot, 7Up’s animated mascot, and introduce the tagline ``It’s an Up Thing.″ The new ads, which will focus on ``lifestyle imagery,″ are intended to target younger consumers and better compete with top-selling Sprite.

Dr Pepper-Cadbury North America, which owns 7Up, also will tweak the drink’s formula, as many beverage companies regularly do. But no official changes are planned.

``As far as the normal consumer is concerned, the product will taste exactly the same,″ spokesman Gary Rollins said.

The ads were unveiled in Hawaii earlier this week during a bottlers’ meeting. 7Up also is sprucing up its packaging by revamping its cans, adding a splash design and tilting its red dot logo.

Kim Feil, Cadbury’s senior vice president for marketing, said the new campaign will target consumers under the age of 39. 7Up’s core consumers are a bit older, ages 25 to 49. The ads will focus on building the brand and positioning the drink as more than just an alternative to cola.

``Spot, as a character, has become highly recognizable but has not necessarily become closely attached in consumers’ minds with the 7Up brand,″ she said. ``As a result, we really have a challenge ahead of us.″

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