Market research
Dr Pepper Snapple Group has lined up a new marketing initiative for its 7UP brand in the US, as it looks to highlight what it claims to be the soft drinks brand's "versatility".
The company said yesterday that the campaign, called 'Mix It UP a Little', marks a new direction for the brand. The activation sees 7UP used in cooking as well as in cocktails.
"We didn't need to look far to realise that people have been using 7UP as a component of their concoctions for decades," said Kevin Brandvold, director of marketing for 7UP at DPSG. "We wanted to acknowledge that truth and elevate all the ways in which consumers are enjoying our product."
The first spot, entitled 'Yacht' (above), features party hosts preparing a tray of cocktails and then transporting them to various social scenes, with a cameo from rapper 2 Chainz. A corresponding spot, 'Granny', will launch at the end of April and highlights 7UP's "usefulness in the kitchen".
The company will also host cocktail and cooking recipes on its website. The videos feature MC and rapper Sir Mix-a-Lot.
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Sectors: Marketing – advertising & promotions, Soft drinks, Water
Companies: Dr Pepper Snapple Group
