7Up Free Crafts Quirky Global Campaign Starring Guerrilla Creators

Posted by Mark J. Miller on November 25, 2014 12:27 PM

If millennials had been born at a different time, they may have been known as the DIY Generation. Generation Y is all about accessing their inner grandmas and creating their own crafty masterpieces—and PepsiCo's 7UP Free is urging them to tap into that non-conformist spirit.

The PepsiCo-owned 7UP Free's new branding campaign, "Feels Good to Be You," is hoping to channel that quirky DIY creativity on a global scale.

It has kicked off with a spot being broadcast in the UK and Ireland that features Magda Sayeg, a textile artist from Austin, TX, and the self-described "mother of yarn bombing."

On behalf of 7UP, Sayeg and her pals in the Knitta collective head to a public square in Chile to make things a little more colorful, covering a fountain, pavement, benches, trees, a guitar, a skateboard, a tire swing—pretty much everything in sight—with their multicolored yarn-stitched creations (while enjoying 7Up Free, of course).Continue reading...

brand news

Brand News: JetBlue, Honda, ING and more

Posted by Dale Buss on November 25, 2014 09:19 AM


JetBlue and content providers offer Fly-Fi.

Honda apologizes for under-reporting air bag issues since 2003.

ING slashes 1,700 jobs.

Sony joins Emirates and others in dropping World Cup sponsorship as Coca-Cola adds to pressure on FIFA.

Amazon offers help finding local handymen, tests out-of-home subway shopping digital kiosks in NYC.Continue reading...

cause marketing

7UP Tries Cause Marketing with Project 7, but Is It Pepsi Refresh Déjà Vu?

Posted by Dale Buss on February 21, 2014 10:52 AM

Clearly there are more than seven crying needs of people around the world. But Project 7 is trying to at at least skim the surface. And now 7UP is helping the company do just that through a new and unique bottle-cap promotion.

Purchasers of specially marked 20-ounce bottles of 7UP in the US will be able to find a unique code under the bottle cap, login online and select one of the seven areas of need to which they'd like their donation to go: "Feed the Hungry, Heal the Sick, Hope for Peace, House the Homeless, Quench the Thirsty, Teach them Well and Save the Earth," as Project 7 describes them.

"This approach gives the consumer an opportunity to pick an area of need," David Falk, vice president of marketing for Dr Pepper Snapple Group, told brandchannel. "And that's one thing we truly loved—giving the consumer the power to choose."Continue reading...

brand news

In the News: Taco Bell, JCPenney, Netflix and more

Posted by Dale Buss on July 23, 2013 09:14 AM

In the News

Taco Bell eliminates kids' meals.

JCPenney names former Kraft marketing exec Debra Berman as VP brand strategy.

Netflix sees subscriber growth fall short of expectations.

Al-Jazeera taps ABC veteran to run editorial operations in US.

Bentley invests heavily to boost UK car industry.

Chevrolet aims new Silverado ad at women, who buy 15 percent of pickups.

Cisco to buy cybersecurity firm Sourcefire for $2.7 billion.

Dell founder presses shareholders on his proposed buyout.Continue reading...

trademark wars

Julia Child, Herman Miller, and Snapple Roll Out the Lawyers

Posted by Mark J. Miller on November 12, 2012 10:09 AM

To the untrained eye, the furniture above looks virtually identical — at a glance, either could pass for the iconic Eames furniture loved by mid-Century design lovers. That's the argument of the legal team for Herman Miller, who just have filed a federal lawsuit against Nuevo Americana, a Canadian firm, for “trademark infringement of its iconic Eames furniture,” according to The furniture in question is the Eames lounge chair and ottoman that were designed by Charles Eames way back in 1956 and have been owned by Herman Miller since 1982. 

Herman Miller wants the products to stop being marketed and would also like payment of court costs as well as three times the amount of profit and damages it has created due to the sale of this supposed knockoff.

Meanwhile, Dr Pepper Snapple Group has been taken to court by the food-safety advocacy group Center for Science in the Public Interest for “allegedly misleading consumers over the supposed health benefits of an antioxidant it uses in some varieties” of 7UP, according to Reuters. The aim is to make it a class-action suit.Continue reading...

going green

Coca-Cola's Green Bottle Goes Back to School

Posted by Mark J. Miller on March 2, 2012 12:01 PM

Two years ago, Americans were throwing away 2.5 million plastic bottles every hour, according to

Coca-Cola, which is responsible for a good number of the beverage bottles floating around America, is trying to make its containers more environmentally friendly — as is its chief rival, PepsiCo, which is promoting its plant-based PET bottle.

The latest volley in the green bottle rivalry: Coke's marketers are touring college campuses, including visiting Alabama’s Samford University and other colleges in the South to “create awareness for their PlantBottle packaging initiative,” according to the Samford Crimson.

The college marketing tour will help Coke test consumer preferences among the all-important 18-24 demo for its eco-friendly bottles in Atlanta, Birmingham, and Nashville in three different beverage sizes: 12.5, 16, and 20 ounces.Continue reading...

brand revival

Coca-Cola Brings Citra Back to India After 19 Years

Posted by Mark J. Miller on February 13, 2012 03:58 PM

Nearly two decades ago, Coca-Cola bought a lime drink in India called Citra from Ramesh Chauhan but then discontinued it and pushed its own Sprite instead. Now, the soda maker is testing out how Citra sells in some Indian cities and is planning a national rollout, according to the Economic Times.

The Economic Times hears that the drink “will be priced about 20% cheaper than existing lime-lemon drinks” such as Coke’s own Sprite and Limca as well as local soft drink brands owned by PepsiCo, Mountain Dew and 7Up. That will help Coke “target a wider audience and take on smaller brands” in the world’s second-most-populated country. 

Industry observers are a little surprised by Coke’s plan, since Sprite is already India’s second-most-popular soda behind a drink even Roger Ebert would love, Thums Up, which is now manufactured by Coke. Sprite also leads the field in the “lime-lemon drinks segment, which is the fastest-growing soft drink category in India's 13,000-crore fizzy drinks market,” the paper notes.Continue reading...

going green

7Up's EcoGreen Bottle an Industry First

Posted by Sheila Shayon on July 21, 2011 02:00 PM

PepsiCo Beverages Canada is getting ready to roll out the 7UP EcoGreen bottle, not only Canada's but North America’s first soft drink bottle made from 100% recycled PET plastic. 

The 7UP EcoGreen bottle, hitting the market in August, will reduce the amount of virgin plastic by 6 million pounds annually, which amounts to 30% fewer greenhouse gas emissions and 55% less energy use, based on current 7Up production levels. 

Creating such a bottle for soft drinks is more difficult than creating a bottle for non-carbonated beverages due to added materials-stress from carbonation pressure. 

The bottle will be manufactured in PepsiCo plants across Canada equipped with upgraded resin handling and inspection systems the company spent $1 million to bring up to these standards.

“Consumers want products and packaging that reflects their desire to protect the environment, and PepsiCo is committed to delivering on that with this kind of world-class innovation,” said Richard Glover, President, PepsiCo Beverages Canada, in a statement.

“After three years of research and development, we have cracked the code to commercially develop a soft drink bottle made from 100% recycled PET plastic.”Continue reading...

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