Dr Pepper/Seven Up, Inc.: Now Is The Time. This Is The Place. Dr Pepper, This Is The Taste campaign
Rebecca StanfelOverview
In a bid to increase the sales and market share of Dr Pepper, Cadbury Schweppes PLC, which acquired the Dr Pepper/7UP Co. in 1995, launched a multifaceted marketing campaign in 1997. Dr Pepper, a spicy-flavored, noncola soft drink, had enjoyed more than a decade of record growth, consistently outpacing the overall soft drink market. By 1995 it had risen to become the fourth best-selling soft drink in the United States, behind only the flagship drinks of the industry...