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Essay / Research Paper Abstract
7 pages in length. The advertising strategies of 7 UP have been heralded as some of the most innovative, inspired and creative of all the soft drink marketing campaigns. With its target audience between the ages of twelve and twenty-four, the soda maker has incorporated innocence, purity, activity and humor into the vast majority of its diverse marketing approaches. Bibliography lists 8 sources.
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7 pages (~225 words per page)
File: LM1_TLC7-UP.rtf
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ages of twelve and twenty-four (Anonymous #2, 2002), the soda maker has incorporated innocence, purity, activity and humor into the vast majority of its diverse marketing approaches.
Barry Zaid, who produced the 1969 billboard depicting a little girl holding a 7 UP bottle amidst lettering to a Victorian chromolithograph, created a marketing approach
that was appropriate for the times: innocence, purity and naturalness, three elements that spoke perfectly of the soft drinks taste, appearance and impact upon society. That Zaid was fully
able to tap into this particular aspect of what might otherwise be considered nothing more than a fizzy beverage addressed an ever-changing consumer environment as the country embarked upon the
1970s. Todays 7 UP billboard advertisements have not abandoned the twelve-to-twenty-four age bracket, but they have incorporated a significantly higher interactive know-how when it comes to attracting contemporary youth
to its product. The popularity of the 7 UP Guy reflects the growing diversity of the caffeine-free, colorless soft drinks appeal. Adding the high visibility of action and
a heavy dose of humor, the current 7 UP advertising campaign successfully taps into a combined approach that has been extremely successful since its conception. Said 7 UP brand
manager Bryan Mazur: "The 7 UP guy is getting out and revealing himself to the public, and this new point-of-sale campaign extends the humorous, irreverent message of the highly
popular Make 7 UP Yours television commercials...We only have a few seconds to get consumers attention, and these eye-popping marketing vehicles certainly enable us to break through the clutter and
reach our core teen and young adult consumers, while reminding them to make 7 UP theirs" (Anonymous, 2002). The manner by which
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