Dr Pepper/Seven Up, Inc.: This Is The Taste campaign
Rebecca StanfelOVERVIEW
After an upturn in its fortunes in the highly competitive soft-drink industry, in 1997 Dr Pepper/Seven Up Inc., a subsidiary of Cadbury Schweppes, reigned as the leading noncola soft-drink business in North America. Its spicy beverage Dr Pepper was the third-best-selling noncola soft drink in America and was outsold only by PepsiCo's Mountain Dew and the Coca-Cola Company's Sprite. Analysts within the soft-drink industry attributed Dr Pepper's success partly to its unrivaled position as the leading spicy soft drink. In contrast, Dr Pepper's sister brand 7 UP was...