Cherry 7UP Adds Antioxidants

According to consumer panels and a concept evaluator tool, which identifies what product attributes resonate with consumers, Dr Pepper Snapple Group discovered that consumers want health benefits, not just good taste in their food and beverages. That information resulted in the creation of Cherry 7UP enhanced with antioxidant Vitamin E. Launched in February, P-O-S materials were created by Group 360, Dr Pepper Snapple Group's in-house P-O-P company in Plano, Texas. "The in-store elements of this launch included branded racks and dump bins," says Ian Norton, manager of brand marketing for 7UP. "Additionally, a coupon message for $1 off a 12-pack is printed on the front and back of 8-ounce trial-size cans and P-O-S materials."The new beverage tested extremely well with consumers in focus groups and taste tests, followed by full product-usage tests to make sure it delivered against expectations. Another key shopper insight revealed that display activity was crucial because the shelf is so cluttered that the product wouldn't be noticed. Displays were in place through the end of April.The product can be purchased nationwide and comes in both regular and diet versions. It is available in 12-packs, 2-liter bottles and 20-ounce sizes, as well as the 8-ounce trial cans. Dr Pepper Snapple Group has never offered 8-ounce trial cans before. Adding the $1-off coupons to the smaller cans drives customers back into the store, which makes retailers happy, Norton says. The coupon can also be printed from www.7UP.com, where the brand offers a sweepstakes contest. The Cherry 7UP Antioxidant sweepstakes asks consumers to plant a "cherry tree." When others add "water" and "antioxidants" to your virtual tree, your chances of winning a prize increase. Prizes include an environmentally friendly scooter, free product for a year and vintage clothing. "More than 15,000 trees have already been planted and the site has only been up for three weeks," says Norton. He says the success of the launch will be measured by how many in-store displays the company has, how many 8-ounce cans flood the marketplace and how many "cherry trees" are planted in the sweepstakes.Dr Pepper Snapple Group also secured a 15-second animated TV spot, public relations tours and satellite media tours to promote Cherry 7UP Antioxidant.

Cherry 7UP Adds Antioxidants

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