7UP flips upside down
visitor attraction in Orlando this week. The bright green product
is billed as the "upside-down" 7 UP and targeted to teenagers and
young adults.
The maker of 7 UP unveiled its new upside down version of the soft drink, an energy drink called dnL, at a visitor attraction in Orlando this week.
Billed as the "upside-down" 7 UP and targeted to teenagers and young adults, dnL is bright green in color and contains caffeine and a blend of different fruit flavors.
The product will be rolled out to around 60 per cent of the US from early November, initially available in clear 20-ounce bottles. Beginning in January, distribution will be expanded to the rest of the country. Take-home packaging, including 12-packs and 2-liters, are set to roll out in April 2003.
Jim Trebilcock, senior vice president of marketing at Dr Pepper/Seven Up, said: "Beginning next week, consumers in cities throughout the country will begin seeing things from a different perspective - a flipped perspective - when they taste dnL."
At the event in Orlando, dnL, which is part of the soft drink portfolio of Texas-based Dr Pepper/Seven Up, the largest division of London-based beverage and confectionery firm Cadbury Schweppes, used a dnL "Flip It" vehicle and acrobatic gymnasts to deliver its message and promote the product.
Dr Pepper/Seven Up is the largest producer of non-cola soft drinks in North America, with about 16 per cent of the carbonated soft drink market. Other brands include Dr Pepper, 7 UP, A&W Root Beer, Canada Dry, Sunkist, Schweppes, Squirt and Hawaiian Punch, as well as the RC Cola and Slush Puppie brands.
