2. Situation
*7 UP Core Flavors = 7 UP, A&W Root Beer, Sunkist, Canada Dry Ginger Ale
**Coke Flavor Portfolio = Sprite, Barq’s Root Beer, Minute Maid, Seagram’s Ginger Ale
3. Situation
• Consumers’ minds are on football in January as they prepare for
exciting post-season games
• Offering 7 UP and a food item, provides an easy meal solution for
game watchers
– Consumers index at 146 for likelihood to purchase 7 UP and pizza
together*
• Last year, the 7 UP/pizza initiative grew regular 7 UP 2-Liter
displays and volume in markets where 100 or more units of IRCs
were ordered**
– On average, select Northeast Markets were up +23% on 2-Liter
volume and +14% on displays
Sources: * MRI Doublebase, 2003
**A.C. Nielsen, Total Food, YTD 1/26/03
4. Idea
Create an exciting Football themed merchandising IRC event
tied to a flexible pizza offer to drive incremental 7 UP portfolio
displays and grow sales volume during the January football party
selling season.
5. How It Works
Idea
• National pizza IRC offer will move more 7 UP product during football timeframe
Offer
• Buy 2 frozen or deli pizzas (any brand), get a FREE 2-Liter of any 7 UP brand (3 versions
of the IRC are available, check the order form for details)
How it Works
• Consumers make the required purchase and instantly redeem at check-out
• Only 7 UP led bottlers may participate with portfolio brands
Timing
• January 2004
6. How It Works
Communication
• IRC Stickers
Funding
• 7 UP will fund 100% of FREE 7 UP 2-Liter redemption
Maximum Retail Value
• $1.29
Expiration Date
• 01/31/04
100 IRCs per pack.
3 IRC versions available.
See attached order form.
7. Point of Sale
Pole Sign
Size: 18” x 24”
10 Per Unit
Item #P00300759
Visuals subject to change
Shelf Talker
Size: 11” x 4¾”
20 Per Unit
Item #P00300760
Counter Card/Dangler Combo
Easel back & ceiling clip
included
Size: 11” x 14”
10 Per Unit
Item #P00300761
8. Merchandising
Generic Entry Box
Item# P00300769
Generic Entry Pads
Item # P00300768Visuals subject to change
Inflatable 7 UP Blimp
Comes with everything you
need to hang above
display
Size: 48” W x 24” Diameter
1 Per Unit
Item #P00300770
Promotional Basewrap
Size: 24” H x 25’ W
Perforated at 1’
24” Repeat
6 Rolls Per Unit
Item #P00300772
Inflatable Goal Post
Size: 5’ H x 2’ 5” W
1 Per Unit
Item # P00300771
9. Merchandising
2-Liter Convertible
Pack Out = 48 2-Ltrs
Original Price $44.99
Rack = $23.99
CALL PROFITMASTER
800-633-5454
Fax: 770-952-5552
2-Liter Super Tracker
Pack Out = 80 2-Ltrs
Original Price $109.95
Rack = $79.99
Header = $6.95
Set Casters = $24.00
CALL PROFITMASTER
800-633-5454
Fax: 770-952-5552
10. Premiums
7 UP Quarterback Pass
Arcade Game
Interactive football game
with advanced electronics.
Keeps score. One or two
player action. Includes three
foam footballs & AC adapter
Size: 3’ W x 7’ Tall
1 Per Unit
SRV: $235.00
Item# P00300767
Visuals subject to change
7 UP ThunderStix
Noise making balloons used
to cheer on your favorite
team. Inflatable by mouth
and self-sealing
Size: 22” L
1 Pair Per Unit
SRV: $5.00 per pair
Item #P00300765
7 UP Foam Football
Size: 8”
1 Per Unit
SRV: $9.95
Item # P00300766
11. Funding
• FREE 2 Liter IRC Redemption 100% DPSU
• IRC Sticker Printing Local Funding
• Point of Sale/Merchandising/Premium Items Local Funding
12. Executional Requirements
1. 12-Pack Primary Lobby/End Cap Display
2. Second 2-Liter Display executed via:
• Permanent Rack
• 2-Liter End Cap
• 2-Liter inclusion on Lobby 12-Pack display
13. Benefits
• Provides impactful, football-themed merchandising pieces
along with an attention getting FREE offer to increase
impulse purchases and total retail dollar sales
• Pizza offer and merchandising tools drive incremental
display activity
• Provides flexibility to tie in with national brand, store brand,
frozen or deli pizza
• Provides flexibility to tie in with multiple locations within a
store (deli dept/frozen aisle)
• Easy to execute
