Challenge

Drive frequency of 7UP 100% Natural Flavors new product innovation and stay ahead of competitive pressure

Insight

• Unacculturated Hispanic women are heavy Lemon-Lime CSD users, but not aware that 7UP had undergone a innovation of 100% Natural Flavors in 2007.
• The natural message is highly compelling to Unacculturated Hispanic moms who want to feel they have made a better choice for themselves and their families without sacrificing taste.
• The use of fresh, natural ingredients is inherent to their culture.

Solution

• Comprehensive integrated marketing campaign anchored by in-store sales promotion and including mobile tour featuring celebrity chef, television product integration, radio merchandising, grassroots sampling, online micro-site and PR support
• Campaign cornerstone: recipe and cooking contest offering Mom the chance to win $70,000 for her recipe utilizing 7UP 100% Natural Flavors
• Consumer recipe challenge offered the chance to appear on Telemundo’s morning show Levántate and was supported with a (5) market retailtainment mobile marketing tour
• Retailtainment events featured cooking demonstrations by Top Chef Carlos Fernandez, autograph signings and product sampling

Results

• Awareness of 100% Natural Flavors” brand messaging doubled during promotional time period (Proprietary Client Study, Sept 2008).
• Record-breaking one day sales of 2-liters Fiesta Store in Houston
• Campaign markets experienced a +8% sales lift during promo period