Holy, UN-Cola, Batman! !Funny that you should mention that CLASSIC marketing slogan. It worked PERFECTLY to "position" 7Up in relation to the BIG guys in the soft drink market: Coke and Pepsi.
Rather than leave well enough alone, however, the marketing folks at Dr Pepper's sister beverage seem (to me) to have blundered significantly with their NEW ad campaign.
From 2002 "Make 7 UP Yours" Advertising Campaign:
The good Reverend does seem to have a point about THIS tasteless ad - described here by the folks who created it.7 UP Introduces New Spokesman as Part of Its
2002 `Make 7 UP Yours´ Advertising Campaign
Comedian Godfrey to Debut as Well-Intentioned, Yet Clueless, 7 UP
Marketing Executive in Seven New Television Commericals
DALLAS, Oct. 31, 2001 – 7 UP, a leading brand of Plano, Texas-based Dr Pepper/Seven Up, Inc., today announced that it is introducing a new spokesman as part of its 2002 ‘Make 7 UP Yours' advertising campaign, which was unveiled here by 7 UP executives during the brand's annual bottler meeting.Actor and comedian Godfrey, who takes over from former spokesman Orlando Jones, will make his debut as the well-intentioned, yet clueless, 7 UP marketing executive in seven new television commercials that will begin airing in January 2002.
"We're absolutely thrilled to be working with Godfrey on the new ‘Make 7 UP Yours' commercials. His unique sense of humor was a perfect fit for the role of the clueless 7 UP spokesman," said John Clarke, chief advertising officer for Dr Pepper/Seven Up.
"In keeping with the campaign's overall theme, the new commercials will feature Godfrey coming up with exciting and innovative concepts for marketing 7 UP, which ultimately go awry."A special 30-second "transition" commercial, titled "First Thing," was developed to introduce the new spokesman to American audiences. In the spot, Godfrey explains that he's "the new 7 UP guy" and that "the old guy got promoted." As he walks down a busy city street, Godfrey continues to explain that the old spokesman taught him everything about marketing 7 UP and that the first thing Godfrey should do as the new "7 UP guy" is to get out and expose himself to the public. At this point in the commercial, Godfrey begins to remove his clothing, literally "exposing" himself to the public. The reaction from passers-by leads to a humorous ending....