dnL Launched at Unique Upside-Down Building in Orlando, Fla.; Hip-Hop Legend and J Records Artist Erick Sermon Makes Appearance During Kick-Off Event; First 31 Cases of dnL Produced Available for Bidding on eBay to Raise Money for Non-Profit Organization Rock the Vote Prior to November Elections
ORLANDO, FLA.--(COLLEGIATE PRESSWIRE)--Oct 28, 2002--7 UP turned the cola world upside down in 1967 when it introduced its famous ''UNcola'' marketing campaign, which featured the crisp, clear taste of 7 UP in an upside-down cola glass. Today, the makers of 7 UP once again have turned the soft drink world upside down with the first delivery of dnL - the flipped version of 7 UP that offers consumers a green, caffeinated kick of fruit flavor - to a unique upside-down attraction in Orlando known as WonderWorks. The product was officially unveiled at a special flipped ceremony in which consumers in the area had the opportunity to be the first in the nation to taste the new beverage.
''dnL offers consumers a chance to turn their thirst and their perspective upside down, and we couldn`t have found a more appropriate venue for rolling out this great, new product,'' said Jim Trebilcock, senior vice president- marketing at Dr Pepper/Seven Up, Inc. ''Beginning next week, consumers in cities throughout the country will begin seeing things from a different perspective - a flipped perspective - when they taste dnL.''
During the kick-off event in Orlando, a dnL ''Flip It'' vehicle pulled up in front of the popular upside-down entertainment complex, where dnL officials accompanied by flipping acrobatic gymnasts hand-delivered 5,000 bottles of the new product to eager consumers. Erick Sermon, one of hip-hop`s most influential artists and producers, and rising pop/rock star Amanda Latona were on hand for the event.
For consumers who were unable to get a taste of the vibrant green drink at the event in Orlando, dnL is auctioning off the first 31 cases of the new product that came off the production line to benefit non-profit organization Rock the Vote. Consumers can visit www.eBay.com/dnL between Oct. 28 and Nov. 4, 2002, to bid on the cases, as well as some other unique prizes, including two tickets and airfare to next year`s GRAMMY Awards. All proceeds from the charity auction will benefit Rock the Vote.
''We want to offer all our consumers the chance to share in the same `flipped` experience we went through when we turned 7 UP on its head for the creation of this new soft drink,'' said Trebilcock. ''Whether consumers are flipping their perspective at an upside-down attraction in Orlando or being the first in their neighborhood to buy a case of dnL by bidding on eBay, they will discover for themselves the unique and exciting taste of this new product.''
Billed as the ''upside-down'' 7 UP and targeted to teens and young adults, dnL is bright green in color, includes caffeine and features a blend of fruit flavors. dnL initially will be available in clear 20-ounce bottles in early November in approximately 60 percent of the country.
Beginning in January, distribution of the 20-ounce package 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.
dnL is part of the extensive soft drink portfolio 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 producer of non-cola soft drinks in North America, with about 16 percent of the carbonated soft drink market. In addition to dnL, the company`s other leading 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. For more information about Dr Pepper/Seven Up and its brands, please visit www.dpsu.com.
|
