PLANO, Texas, May 6, 2002 /PRNewswire-FirstCall via COMTEX/ -- 7 UP today announced that it is launching a new radio advertising campaign that features music by GRAMMY-nominated British R&B sensation Craig David and urban-influenced dance pop artist Willa Ford. In the "7 UP Explains the Lyrics" radio ad campaign, the well-intentioned, yet clueless, 7 UP marketing executive from the brand's TV advertising campaign tries to interpret, and ends up misinterpreting, certain lyrics from the following hit songs: Craig David's "7 Days" (Wildstar/Atlantic Records) and Willa Ford's "I Wanna Be Bad" (Lava/Atlantic Records).

"We're very excited to be working with such top-rated recording artists on the new '7 UP Explains the Lyrics' campaign. The music of Craig David and Willa Ford really resonates with our key 7 UP consumers," said John Clarke, chief advertising officer for Dr Pepper/Seven Up. "In addition, we believe we have a solid radio campaign that complements the TV advertising and reinforces our association with great music and great artists. Combined with our sponsorship of the GRAMMY Awards and our association with Rock the Vote, 7 UP continues to deliver exciting music and entertainment to its consumers in a fun, irreverent manner."

In keeping with the overall theme of the "Make 7 UP Yours" TV ad campaign, which uses irreverent humor, the 7 UP spokesman's attempt to correctly explain the musical lyrics in the radio spots ultimately falls short as he misinterprets what the artists are actually singing about.

In the Willa Ford commercial, the 7 UP spokesman misinterprets lyrics from the song "I Wanna Be Bad." After Willa Ford sings "I, I wanna be bad/You make that feel so good/I'm losing all my cool/I'm about to break the rules/I, I wanna be bad," the 7 UP Guy thinks she's singing about 7 UP.

"What else could make her feel so good," the spokesman says in the radio commercial. "Willa is about to lose her cool and is desperate for that 7 UP refreshment. Unfortunately, she's so desperate she's about to break the rules. Don't be bad, Willa. Pay for that 7 UP." The spots end with the 7 UP Guy saying, "That's 7 UP explains the lyrics. Until next time, Make 7 UP Yours."

Craig David and Willa Ford's albums have both been released via Atlantic Records. Craig David, who turns 21 this week, has sold millions of records around the world and was nominated for this year's "Best Male Pop Vocal Performance" GRAMMY Award. His debut album, "Born to Do It" (Wildstar/Atlantic), has been certified RIAA platinum in the United States. Willa Ford, who has toured with the Backstreet Boys, is currently working on new songs for the follow-up to her highly successful debut album, "Willa Was Here" (Lava/Atlantic). She continues to make regular appearances on MTV.

In addition to hearing the two 7 UP radio commercials, consumers also will see a variety of TV spots in 2002. The "Make 7 UP Yours" TV ad campaign includes one 15-second and five 30-second television commercials that feature the 7 UP spokesman promoting 7 UP in a variety of unusual locations -- from a prison to an outdoor ice hockey game to the top of a mountain. The TV and radio commercials were created for 7 UP by Young & Rubicam New York.

The TV spots will air during key events, including the 7 UP-sponsored GRAMMY Awards and the 7 UP-sponsored MTV Movie Awards, as well as throughout the year during teen and young adult-focused programming on NBC, FOX, WB, UPN, ESPN, MTV, the Comedy Channel, Black Entertainment Television and E! Entertainment Television.

The "Make 7 UP Yours" advertising campaign was introduced in November 1999, and was instantly a success. Total 7 UP advertising awareness has increased by approximately 63 percent since 1999. In addition, the campaign has been particularly successful with 12- to 24-year-olds -- 7 UP's target audience.






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