Will Teens Make New 7UP Theirs?

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Sep 04, 2002
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Cadbury Schweppes will be introducing a new green, fruit-flavored version of 7UP targeted to teens, according to industry and company sources, says The Wall Street Journal.


The product, according to reports, will be branded with the 7UP name spelled upside-down – dnL. The line extension is being rolled-out to reverse 7UP’s declining sales. The brand’s volume fell seven percent last year according to WSJ.


Moderator’s Comment: Two questions:



  1. Will the new 7UP be more attractive to younger consumers,
    since the primary brand tracks better with a slightly older demographic?

  2. Is Pepsi’s decision to end its distribution deal
    with 7UP going to adversely affect the new product gaining shelf space in
    retail stores?


We have no idea, if the brand name reported is correct,
how dnL will be pronounced. We’re interested to hear, since brand identification
is kind of tough when pronunciation is impossible. Just ask the artist formerly
known and now known again as Prince. [George
Anderson – Moderator
]

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