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7UP: RIDICULOUSLY BUBBLY

7UP: RIDICULOUSLY BUBBLY. Jeffrey Ellis Kelsey Chan Bita Motamedi. Summary. First new advertisement push in over 3 years Every body Loves Raymond star Brad Garrett Under numerous challenges . Summary. Bubble burst in 2003 Failed attempt in 2006

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7UP: RIDICULOUSLY BUBBLY

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  1. 7UP: RIDICULOUSLY BUBBLY Jeffrey Ellis Kelsey Chan BitaMotamedi

  2. Summary • First new advertisement push in over 3 years • Every body Loves Raymond star Brad Garrett • Under numerous challenges

  3. Summary • Bubble burst in 2003 • Failed attempt in 2006 • In 2008 7Up spent $21 million on media • Signs indicative of recovery

  4. Problem: Rebranded itself as “all-natural” and lost communication of meaning Creative Strategy Adv./ Comm. Objectives: Hopes to resurrect original positioning to reflect customers’ lifestyles

  5. Creative Strategy Target Audience: Consumers ages 18-23, upbeat and positive Major Selling Idea:Crisp. Clean 7Up. Ridiculously bubbly

  6. Creative Strategy Campaign theme: Make the biggest grumps happy-go-lucky. Creative Strategy Statement:packaging contemporized and celebrities used to promote

  7. Source Brandweek.com, “7Up Ups Ad Budget” by Kenneth Hein

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