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Brand Identity

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Brand Identity
“Survey of Digital Design” Gary A. Harper Thursdays, 5:30-7:30

Television is filled with reality shows. One of the most interesting and pertinent to what will be discussed is “The Celebrity Apprentice”. This seasons finalists were Academy Award winning actress Marlee Matlin and country star John Rich. For their final task they had to work on a branding campaign for 7-up. The task had them redesign packaging for the 7-up brand utilizing ideas from the past. Marlee Matlin would focus on the 70s while John Rich tackled the 80s. This “redesign” included a can and box design along with a store display, a 30 second commercial and a launch celebration to announce their campaign. This final task would help Donald Trump, the shows creator, judge and host, choose a winner. The winner was truly the audience, for we got to see a branding campaign from start to finish not once, but twice. What is a branding campaign? BusinessDictionary.com defines branding as, “The Process involved in creating a unique name and image for a product in the consumersʼ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish significant and differentiated presence in the market that attracts and retains loyal customers.” (BusinessDictionary.com) Letʼs stay with the 7-up brand and explore it in more detail. 7-up began its branding run in 1929 when Charles Leiper Grigg created the lemonlime soft drink. It was originally called, “Bib-Label Lithiated Lemon-Lime Soda” and it contained lithium citrate, a mood-stabilizing drug. (The drug was removed from the drink in 1950.) The original drink uses the iconic logo we still know today of a large “7” followed by a lowercased “up”. Here is the logo. 1929 Logo

7-up was marketed as a medicinal drink for hospital and home use. The company was bought and sold a few times; it also merged with Dr. Pepper and Snapple (Two more large drink companies.) The formula for 7-up has changed a few times and many other versions of 7-up have been launched, Diet 7-up, Raspberry 7-up and 7-up Plus Cherry to name a few. The first major slogan for 7-up, “You Like It, It Likes You”, appeared in 1936. The marketing for 7-up has changed and grown through out its history, but the original concepts are ever vigilant. It has continued to utilize the 7-up logo. Even though it has changed slightly in design, there is no denying the 7-up product. Slogans and messaging have changed; here are just a few examples of logos and slogans of 7-up thru its history.

1940s-1960s

1965, 1966

“Wet ʻnʼ Wild”

1960s-1970s

The Uncola “Crisp refreshing 7Up”

late 1980s - early 1990s “On the Spot”

Letʼs go back to the Celebrity Apprentice and the branding campaign for each contestant. Marlee Matlin had the 70s. Her team researched the campaign form 7-upʼs past. They looked at the design scheme and thought about what would bring in the customers. If you look at their can it has many similarities. (Marleeʼs can is the right one on the cover page.) It uses the same dot pattern in the 7-up logo as well as the 7-up showing in the dot which has now become a square. They used the slogan, “The Uncola” which first appeared in the 70s. The part that is new is the mirror ball background with the sparkles and the word “Retro”. There packaging approach was relevant to the past while making the look brand new. They continued to surprise everyone by having Jeffrey Holder in there commercial. He was a spokesperson for 7-up in commercials that ran in the 70s. His distinctive voice is hard to forget. Her launch party featuring 70s icons, the Harlem Globetrotters, was fantastic. The entire re-branding campaign for “7-up Retro” was a great success. John Rich had a different approach to his re-branding campaign. He did not seem to be concerned with what 7-up was doing in the 80s. In the 80s a funny little guy named “Spot” appeared. The 7-up company created a mascot out of the spot in its logo. He showed up in advertising, packaging and even became a toy. John Rich instead went with the idea of remembering the 80s. His teamʼs can utilizes a simple zebra print to represent the 80s. The slogan “The Uncola” does appear on the can with the new attachment “Retro”. (John Richʼs can is the left one on the cover.) John Rich also used a celebrity in his commercial, Dee Snider form Quiet Riot. Deeʼs presence in the commercial defiantly brought back feelings from the 80s. Their launch part featured Def Leopard, a band prominent in the 80s, but their launch party was fraught with glitches. No one greeted the executives form 7-up and the band was announced 15 minutes early. You would think from these descriptions of both branding campaigns that Marlee Matlin won Celebrity Apprentice this season but sadly she did not. Donald Trump has to review the entire season to pick a winner and looking at all the challenges he felt that John Rich deserved the title. A funny thing happened though, usually every contestant leaves the show with Mr. Trump uttering his famous words, “Your Fired!”, but he never said that to Marlee. Also, the 7-up executives were so thrilled with both campaigns that they launched both the 70s and 80s 7-up Retro product for a limited time. Why would 7-up show up in a reality television show? Well, the only way to stay relevant is to continue to re-market itself. By appearing in a reality show and allowing celebrities to create its marketing, it has found new markets and reestablished old ones. Other beverage companies are using the “Retro” idea such as, “Mountain Dew Throwback made with real sugar.” and “Pepsi-Cola Throwback made with natural sugar.”. By using the word “Retro” they are being unique while competing with other companies in the market. 7-up has continued to re-brand its self over and over. That is how a brand from 90 years ago is still relevant and thriving. They have created a unique name and image that is strong. It has stayed in the consumersʼ minds because of its evolving advertising campaigns that have a consistent theme. 7-up will last another century and longer if it maintains these standards. 7-up is a true example of a successful “Branding Campaign”.

Bibliography
4-Traders. 2011. 2 June 2011 . Ad Brand Etc. 2011. . BusinessDictionary.com. 2011. . Wikipedia, The Free Encyclopedia. 2011. 2 June 2011 . yourlablesNOW.com. 2011. .

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