DR. PEPPER INTRODUCES DNL
By Adnews Staff
Dr. Pepper/Seven Up, Inc. of Plano, TX will release a new soft drink in November called dnL. The name is intended to represent "7 UP" upside down. The carbonated beverage has a fruit flavour and a green colour. "We've literally turned 7 UP upside down to come up with this new product," said Doug Tough, president and chief executive officer of the company. "We've added caffeine, a new twist in flavour, a vibrant color and a clever name to provide consumers with a kick of irreverent energy." The drink will be aimed at teens and young adults. Initially dnL will be sold in clear 20-ounce bottles in a limited number of markets before being distributed nationally in January. Twelve-pack and 2-litre bottles will be introduced in April 2003. Advertising and marketing programs to promote dnL will incorporate an "upside-down" theme.