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+. =. Where is ?? . 1940s Became best selling drink. 1967 The concept of UN-cola was born. 1929 Launched the First UN-cola soda. Now WHERE IS IT?. tingly. happy. refreshing. Makes me feel all inside. ?. bubbly. crisp. cool.

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Where is ??

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Where is ??

1940s

Became best selling drink

1967

The concept of UN-cola was born

1929

Launched the First UN-cola soda

Now

WHERE IS IT?


tingly

happy

refreshing

Makes me feel all inside

?

bubbly

crisp

cool


What does stand for ?

Be 7-UP?

Be Yourself?

Be Refreshing?


Should we………

Resell?

Too many times

Reformulate?

Too many times

BARELY

Rebrand?

NO SOLID GROUND


Core Essence

NATURAL &BUBBLY REFRESHER

THAT WANTS YOU TO BE YOURSELF


“To target young adults in search of a lemon-lime flavored soft drink, only 7UP offers all natural ingredients and non-caffeinated UNCOLAto refresh your life and be yourself.”


Brand Identity

“Refreshing lemon-lime soda with bubbly and crisp taste.”


What is ??

PRODUCT

Got bubbles?

ORGANIZATION

INNOVATIVE in all the wrong places?


What is ??

PERSON

WHO is 7up?

SYMBOL

WHAT is that red dot in the middle? WHY is it there?


1967

The UNCOLA

1999

Make

7UP Yours

2011

Be yourself.

Be refreshing.

Be 7UP.

1977

UNDO it

with 7UP

1952

Fresh UP

1982

Difference

is Clear


WHERE do we stand?

?


WHO do we target?

Income?

Education?

Don’t care!

JUST BE 7UP!

Hispanic and African American population… we like men more


  • Popular with a young audience

  • “Obey your thirst!”

  • NBA players and hip-hop stars.

  • Injury-prone 17-year-olds.

  • “Rocket fuel”

  • All-night video game binges

  • Extreme sports


Personality

EXCITEMENT

SINCERITY

SELF-EXPRESSIVE MODEL


Embracethe past and MOVE ON.Throw a nonchalant fiesta!

UP

UP

UP THE QUALITY!


NEW Positioning Statement

“To target independent, accomplished and social young adults

in search of a naturally flavored soft drink, only 7UP offers a

mix of authentic, natural and non-caffeinated flavors that unite

original people into a nonchalant fiesta.”


NEW TARGET

23-32

SOME

COLLEGE

URBAN

MALE +

FEMALE

SINGLE

$30K+


DO WHAT COMES NATURALLY!

Lighten up, with 7UP!


TV ad?


Co-Branding TV ad?


SPONSORSHIP

“Do what comes naturally”

Sponsor Urban gigs

SPOT RED

RED ROUND COASTERS

FUN FACTS AND QUOTES

A line is a dot

that went for a walk

Mosquitoes are

attracted to people

who just ate bananas.


FBpromotion of alcoholic recipes.

FB app

browse and create alcoholic beverages

with 7UP

SHOW OFF your FIESTA!

SHARE PHOTOS with 7UP

+


NEW BENEFITS

A NATURAL DRINK FOR THE NATURAL YOU.


SOCIALLY REFRESHING BEVERAGE. ALL NATURAL, JUST LIKE YOU.

NEW CORE ESSENCE


AUTHENTIC.NATURAL.LET’S DO WHAT COMES NATURALLY.


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