Project Summary
7 UP is a refreshing lemon-lime for Gen Y consumers. It is free of caffeine, artificial colours or sweeteners. Currently marketing their efforts towards young adults, Dr. Pepper/ Seven Up Inc. create and explore innovative approaches to advertising. 7 UP seeks to present its consumers with the distinctive taste the company takes pride in.
Mission
Marketing Objectives
1.    Increase awareness of the 7 UP brand with the target audience
2.    To create a Ďhipí image for 7 UP
3.    Create excitement about music
4.    Create and maintain brand loyalty
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Youth Market Growth
population of 12-24 yr olds in millions, North America
Source: US Consensus Bureau
The Gen Y Market
7 UPís target market includes consumers between the age of 12 and 24. This is beyond doubt an individualistic group. With teens today, itís all about individuality, self-expression and having a sense of belonging. The Gen Y group with the population of 50 million spends $ 300 million per year. This group grew up surrounded by technology. Alternative marketing is the key to winning this segment. Using technology-based marketing techniques 7 UP can connect with its Gen Y market.
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Strategy: Elements of Success
The key to tapping into the teen market is figuring out what is popular with them. Studying their beliefs, lifestyles, entertainment, icons and attitudes is crucial. Successful teen campaigns have included a combination of these elements:
Humor 
sarcasm
clarity 
style
technology
honesty
wit
freebies &   promotions
Menu
Campaign