Plano, TX-based Dr Pepper/Seven Up hopes to rally bottlers behind umbrella promos that leverage its full portfolio to get better retail display support. First up is a You Own the Zone national sweeps in first-quarter 2003, awarding a three-day trip to any ESPN Zone restaurant the winner chooses. A separate Sun, Sand, and $7 Grand under-the-cap sweeps tied to MTV Spring Break will award $7,000 for a spring break trip. Other promos will tap Dr Pepper/Seven Up’s ties to eBay and the Grammy Awards.
Canada Dry and RC Cola will continue targeted, brand-specific promos. Canada Dry’s November-to-December Smile and Say Canada Dry photo contest will award three grand-prize packages of a digital camcorder and camera for the best holiday pictures; lesser prizes are 25 digital cameras and 100 instant cameras. Entry forms are on-pack. 141 Communicator, Chicago, handles.
Meanwhile, Sunkist will expand its ethnic marketing, adding San Antonio, Houston, and Chicago to its 2003 itinerary for the Sunkist SunLab Tour, which launched this year by sending a mobile stage to African-American and Hispanic neighborhoods in Los Angeles and Birmingham, AL. Teens and young adults performed for each other and sampled Sunkist. Mosaic Relevance Marketing, Addison, TX, handles. Sunkist and 7UP are the only brands to get national ads next year, with new renditions under 7UP’s theme “Make 7UP Yours” and Sunkist’s “Experience the Charge,” targeting multi-cultural teens. Young & Rubicam, New York City, handles 7UP; FCB, Chicago, handles Sunkist.
The promo and display push includes national account overlays, Internet work, and merchandising for soft-drink and main aisles — all designed to boost volume sales. “By marrying the strengths of our brands with key consumer trends, we will grow our overall portfolio of flavor brands in the coming years,” says senior vp-marketing Jim Trebilcock in a statement. Dr Pepper/Seven Up aims to “take advantage of emerging trends, including the diversifying population within the U.S.”
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