The company has taken steps to establish more of an upside for 7 Up bottlers to pour additional promotional efforts into the brand. One of the biggest is a new advertising campaign launched recently by longtime Dr Pepper/Seven Up agency Young & Rubicam Inc., of New York. The tagline, “Make 7 Up Yours” replaces the “Are U an UN?” theme that many industry observers thought did not hit the mark.
Martin said the previous advertising scored well in awareness with the target customer, consumers ages 12 to 24, but did not translate into sales. The approach of the current campaign is to talk about the brand’s relevance to the lives of consumers, so they know why they should buy it.
The commercials feature comedian Orlando Jones and flaunt a definite attitude. In several of the spots, he’s wearing a green T-shirt. Lettering on the front reads: “Make 7.” The back says: “Up Yours,” and the comedian turns around several times so that viewers have clear views of the cheeky message.
The campaign casts Jones as an enthusiastic but inexperienced executive newly assigned to the task of marketing the brand. In one spot, he places a 7 Up vending machine in a “high traffic” location, which turns out to be the middle lane of a busy highway. Cars whiz past him honking, their drivers yelling angrily. Even after a huge truck demolishes the machine, Jones still doesn’t get it. He simply calls for another one.