7Up Enlists ‘Desperate Housewives’

DALLAS Cadbury Schweppes Americas Beverages is introducing two 7Up Plus flavors in a new advertising campaign featuring Desperate Housewives‘ Marcia Cross and Nicollette Sheridan, the company said.

7Up Plus, a combination of 7Up and fruit juice with calcium, is now available in original Mixed Berry and its latest versions, Cherry and Island Fruit. All three low-calorie, low-sodium flavors are available in 20-ounce bottles that contain 25 percent of the daily requirement of calcium, the company said.

Beginning Monday, Aug. 29, “Supermarket Showdown” features Cross and Sheridan trying to one-up each other as they load vast quantities of 7Up Plus into their shopping carts. The spot ends when Cross walks away the victor after topping off her cart with the 7Up Plus stock boy.

The new spot was created by Young & Rubicam in San Francisco and will run on national broadcast and cable television. Targeting women between the ages of 25-49, the campaign also includes radio and print ads. The print effort is breaking in the September editions of major women’s publications, the company said.

“7Up Plus is committed to putting fun and yum into calcium with our delicious new soft drinks,” said Randy Gier, executive vice president and chief marketing officer at CSAB. “Offering three 7 Up Plus flavors will provide women with even more variety.”

CSAB spent $12 million advertising the 7Up Plus brand in 2004 and slightly more than that through the first half of 2005, according to Nielsen Monitor-Plus.

Based in Plano, Texas, CSAB’s brand portfolio includes 7Up, Dr Pepper, Snapple, Mott’s Apple Juice, RC Cola, A&W Root Beer, Sunkist soda, Canada Dry, Hawaiian Punch, Schweppes and Diet Rite, among others.