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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.

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Presentation on theme: "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."— Presentation transcript:

1 Jeffrey Ellis Kelsey Chan Bita Motamedi

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

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

4 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

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 celebritiescelebrities used to promotepromote

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


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