7UP SPOT AIMS TO REFRESH YOUNG ADULTS
By Adnews Staff
Pepsi-Cola Canada Ltd. of Mississauga is targeting young adults 18 to 29 years of age with a new spot for its lemon lime soft drink 7UP. The 30-second spot is running nationally in both English and French. The commercial was created by Montreal agency PNMD and features the song "L'homme 7UP" (7UP Man) by Quebec pop-rock band The Respectables. The spot depicts several young people in a house on a hot summer day. A guy arrives and begins approaching young women one at a time, shocking them in an unseen way. As he approaches the third woman, the viewer sees that he touches her back with a cold bottle of 7UP. The commercial ends with the tagline "Now That's Refreshing." This ad, running on specialty channels and network television until July, is one element of Pepsi's new 2001 national marketing plan for the 7UP brand. Additional components will roll out later this year. Public relations for Pepsi-Cola Canada are handled by Praxis Public Relations of Burlington, ON.