Twelve Big Ideas - 7-Up Is Wet & Wild

William E. Ross of JWT explains how his agency came up with the 'Big Idea' behind the campaign for soft drink 7-Up.

Twelve Big Ideas - 7-Up Is Wet & Wild

William E. Ross

I have been asked to talk to you today about a big idea. First of all I would like to deny that I have ever been associated at any time or place with a small idea. On the contrary I have been involved with ideas so big that it took twenty-seven meetings just to get 'em off the ground. As a matter of fact – some of our ideas were so big – they were totally unacceptable to those small minded consumers out there.

Which brings...

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