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Published byTheresa Morris
Modified about 1 year ago
Jeffrey Ellis Kelsey Chan Bita Motamedi
Summary o First new advertisement push in over 3 years o Every body Loves Raymond star Brad Garrett o Under numerous challenges
o Bubble burst in 2003 o Failed attempt in 2006 o In 2008 7Up spent $21 million on media o Signs indicative of recovery Summary
Creative Strategy Problem: Rebranded itself as “all-natural” and lost communication of meaning Adv./ Comm. Objectives: Hopes to resurrect original positioning to reflect customers’ lifestyles
Creative Strategy Target Audience: Consumers ages 18-23, upbeat and positive Major Selling Idea: Crisp. Clean 7Up. Ridiculously bubbly
Creative Strategy Campaign theme: Make the biggest grumps happy-go- lucky. Creative Strategy Statement: packaging contemporized and celebritiescelebrities used to promotepromote
Source Brandweek.com, “7Up Ups Ad Budget” by Kenneth Hein
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