1. Jeffrey Ellis Kelsey Chan Bita Motamedi

2. Summary o First new advertisement push in over 3 years o Every body Loves Raymond star Brad Garrett o Under numerous challenges

3. o Bubble burst in 2003 o Failed attempt in 2006 o In 2008 7Up spent $21 million on media o Signs indicative of recovery Summary

4. Creative Strategy Problem: Rebranded itself as “all-natural” and lost communication of meaning Adv./ Comm. Objectives: Hopes to resurrect original positioning to reflect customers’ lifestyles

5. Creative Strategy Target Audience: Consumers ages 18-23, upbeat and positive Major Selling Idea: Crisp. Clean 7Up. Ridiculously bubbly

6. Creative Strategy Campaign theme: Make the biggest grumps happy-go- lucky. Creative Strategy Statement: packaging contemporized and celebritiescelebrities used to promotepromote

7. Source Brandweek.com, “7Up Ups Ad Budget” by Kenneth Hein