I try to stay hip with what the kids are doing these days, but mostly I try to stay aware of what type of branding is used to attract the new generation marked by attention deficit disorder. The latest effort comes from the makers of 7up — Dr Pepper/Seven Up, Inc. who are owned by London-based Cadbury Schweppes. The story goes a little something like this: back in the sixties 7up decided to create an uncola beverage and turned the world of cola upside down. 40 years later 7up is turning itself “upside down and inside out” to introduce a new fruit flavored blast called dnL. Yup, read it backwards and inwards and it spells 7up.
Branding stroke of genius or pure laziness?
On one hand you have the strong brand equity of 7up, so by flipping it you still retain that association while at the same time giving something completely “new” to the unsuspecting youngsters. On the other hand one could think that 7up wasn’t confident enough in launching a completely new beverage with a totally original brand, so it’s understandable that they took the route they did. Again, as a business decision this time, stroke of genius or pure laziness?