Comedian Godfrey to Debut as a Well-Intentioned, Yet Clueless, 7 UP Marketing
Executive in Seven New Television Commercials
DALLAS, Oct. 31 /PRNewswire/ -- 7 UP, a leading brand of Plano, Texas-
based Dr Pepper/Seven Up, Inc., today announced that it is introducing a new
spokesman as part of its 2002 'Make 7 UP Yours' advertising campaign, which
was unveiled here by 7 UP executives during the brand's annual bottler
meeting.
Actor and comedian Godfrey, who takes over from former spokesman Orlando
Jones, will make his debut as the well-intentioned, yet clueless, 7 UP
marketing executive in seven new television commercials that will begin airing
in January 2002.
"We're absolutely thrilled to be working with Godfrey on the new 'Make 7
UP Yours' commercials. His unique sense of humor was a perfect fit for the
role of the clueless 7 UP spokesman," said John Clarke, chief advertising
officer for Dr Pepper/Seven Up. "In keeping with the campaign's overall
theme, the new commercials will feature Godfrey coming up with exciting and
innovative concepts for marketing 7 UP, which ultimately go awry."
A special 30-second "transition" commercial, titled "First Thing," was
developed to introduce the new spokesman to American audiences. In the spot,
Godfrey explains that he's "the new 7 UP guy" and that "the old guy got
promoted." As he walks down a busy city street, Godfrey continues to explain
that the old spokesman taught him everything about marketing 7 UP and that the
first thing Godfrey should do as the new "7 UP guy" is to get out and expose
himself to the public. At this point in the commercial, Godfrey begins to
remove his clothing, literally "exposing" himself to the public. The reaction
from passers-by leads to a humorous ending.
In addition to the "First Thing" commercial, the 2002 campaign will
include two 15-second and four 30-second television commercials that feature
Godfrey promoting 7 UP in a variety of unusual locations -- from a prison to
an outdoor ice hockey game to the top of a mountain. The new commercials,
which were created for 7 UP by Young & Rubicam New York, will air during the
GRAMMY Awards and the MTV Movie Awards, as well as throughout the year during
teen and young adult-focused programming on NBC, FOX, WB, UPN, ESPN, MTV, the
Comedy Channel, Black Entertainment Television and E! Entertainment
Television.
Godfrey is a stand-up comedian who regularly performs at New York's
premier comedy clubs, including the Comedy Cellar, Comic Strip Live,
Caroline's Comedy Club and the Boston Comedy Club. He also has appeared in
several feature films and television shows, including the NBC drama "Third
Watch," Bravo's "The It Factor," Black Entertainment Television's "ComicView"
and VH1's "Undercover."
The "Make 7 UP Yours" advertising campaign was introduced in November
1999, and was instantly a success. Total 7 UP advertising awareness has
increased by approximately 63 percent since 1999. In addition, the campaign
has been particularly successful with 12- to 24-year olds - 7 UP's target
audience.
"The campaign is evolving, but will continue to feature edgy, humorous
commercials that appeal to our core consumers," Clarke said. "And, with
Godfrey starring as the new '7 UP guy,' we fully expect to have another
success story on our hands."
7 UP (http://www.7UP.com ) is a leading brand of Plano, Texas-based Dr
Pepper/Seven Up, Inc., which is the largest division of London-based beverage
and confectionery firm Cadbury Schweppes plc (NYSE: CSG). Dr Pepper/Seven Up,
Inc. is the largest non-cola enterprise in North America, with about 16
percent of the carbonated soft drink market. In addition to 7 UP, the
company's other leading brands include Dr Pepper, A&W Root Beer, Canada Dry,
Sunkist, Schweppes, Squirt and Hawaiian Punch, as well as RC Cola. For more
information about Dr Pepper/Seven Up and its brands, please visit
http://www.dpsu.com .
SOURCE Dr Pepper/Seven Up, Inc.
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Related links:
http://www.dpsu.com
http://www.7UP.com
CONTACT:
Kyle Rose, +1-972-673-7083, or
kyle_rose@dpsu.com , or Michael Martin, +1-972-673-8470, or
michael_martin@dpsu.com , both of Dr Pepper-Seven Up, Inc.
NOTE TO EDITORS: The product name 7 UP is written in all caps
with a space between 7 and UP.
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