ot "7,000 phones are awarded in the instant-win portion of the promotion. Sprint PCS
provides activation and three months' free
digital service to phone winners." read on
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Join the UNderground Network: Summer Promotion
Links 7 UP, Nokia and Sprint PCS
Two New Commercial Spots, $3.3 Million in Television Advertising
Supports 'Top Secret Mission' Theme; Unique Point-of-Sale, Packaging Art Used; Consumer
Prizes Include 14,000 Digital Wireless Phones
PLANO, Texas, May 6 /PRNewswire/ -- Building on the January 1999 rollout of its ''Are U An UN'' advertising campaign
aimed at 12- to 24-year-old consumers, 7 UP has teamed up with Nokia (NYSE: NOK - news) and Sprint PCS® in a May
through August ''Join the UNderground Network'' national promotion.
(Photo: newscom.com
newscom.com )
Supported by $3.3 million in television advertising and a pair of new, promotion-specific 15- and 30-second commercial spots,
''Join the UNderground Network'' will award grand prize trips to an UNderground Party, at a site to be disclosed during the
summer, for 25 consumers and seven friends of each. In addition, 7,000 Sprint PCS Nokia 5100 series digital wireless phones
will be awarded to consumers entering the call-in sweepstakes portion of Join the UNderground Network, while an additional
7,000 phones are awarded in the instant-win portion of the promotion. Sprint PCS provides activation and three months' free
digital service to phone winners.
''The wireless phone has emerged from a niche market item to a highly visible mainstream consumer product,'' said Steve
Barnes, vice president Field Marketing at Nokia Mobile Phones. ''Combining three strong consumer brands -- Sprint PCS , 7
UP and Nokia -- into a highly visible summer promotional program provides a powerful combination that we are all very
excited to be a part of.'' The collaboration with 7 UP will give Nokia and Sprint PCS consumer exposure on over 700 million
bottles and cans that will be sold in over 100 thousand (non-traditional ''wireless'') points of distribution.
''Sprint PCS, 7 UP and Nokia have teamed to offer a unique, first-of-its- kind promotional partnership that illustrates the mass
popularity of wireless phones through one of the most popular soft drinks,'' added Charles Levine, chief sales and marketing
officer for Sprint PCS. ''This marketing initiative will reach younger consumers through non-traditional retail outlets and will
clearly demonstrate the benefits and nationwide reach of the Sprint PCS nationwide wireless network.''
''Our 7 UP ''Join the UNderground Network'' summer promotion creates the hottest partnership team in the consumer
marketplace by combining the power of 7 UP, Nokia and Sprint PCS,'' concluded Nevin Grinnell, 7 UP brand manager. ''Join
the UNderground Network is also the first promotion linking Nokia to another consumer product, and we are delighted that
Nokia's collaboration is with 7 UP.''
Two new commercial spots promoting ''Join the UNderground Network'', were created for 7 UP by Young & Rubicam New
York. Both the 15-second Cemetery and 30-second Forgotten urge consumers not to be forgotten when it is time for 7 UP's
UNderground Party.
Unique packaging graphics were developed for 7 UP 12- and 24-packs of 12- ounce cans and 20-ounce and 2-liter bottles. 7
UP point-of-sale materials use lenticular lenses containing two different images that alternate depending upon the viewing angle,
and include a pole sign (18''W X 28''H), shelf talker (14''W X 5.5''H), static cling (5''W X 7''H), and vender cling (triangle
with 11'' sides). Other POS elements include a floor graphic (36''W X 36''H) and inflatable Nokia phone pool raft (26.5''W
X 70''H).
Fountain point of sale includes a counter card, car cup, static cling and valve wobbler. A barrel cooler sporting ''Join the
UNderground Network'' graphics will be used predominantly in convenience stores. In addition, a next-purchase coupon on
specially marked 12- and 24-packs will provide consumers with the opportunity to save on their next purchase of 7 UP,
offering 75 cents off on one 12-pack or $1.00 off on a 24-pack.
''This is the most interactive consumer promotion we've developed,'' stated Grinnell. ''Using a toll free '800' number,
consumers can enter the sweepstakes for a chance to win a Sprint PCS Nokia all-digital wireless phone, and a chance to win
the party package. Beginning Aug. 1, and running through the end of the month, 225 Sprint PCS Nokia phones will be
awarded daily from the call-in sweepstakes. In addition, we are giving away 7,000 additional Sprint PCS Nokia phones in the
20-ounce under-the-cap instant-win portion of the promotion. People who win phones and activate them then become eligible
for the chance to win one of the grand-prize party packages. On Oct. 2, 25 grand prize winners will be notified when a text
message shows up on their phones asking 'Are U An UN?'' Grinnell concluded.
Join the UNderground Network follows successful 7 UP 1999 collegiate basketball and spring break promotions.
7 UP
7 UP is a leading brand of Plano, Texas-based Dr Pepper/Seven Up, Inc., the largest non cola soft drink enterprise in North
America, and the largest operating division of London-based Cadbury Schweppes plc. Dr Pepper/Seven Up, Inc. brands
represent about 15 percent of the U.S. carbonated soft drink market. In addition to 7 UP, its other major brands are Dr
Pepper, Canada Dry, A&W Root Beer, Sunkist, Schweppes, Squirt and Welch's.
NOKIA
Nokia is the world's leading mobile phone supplier and a leading supplier of mobile and fixed telecom networks including
related customer services. Nokia also supplies solutions and products for fixed and wireless datacom, as well as multimedia
terminals and computer monitors. In 1998, net sales totaled FIM 79.2 billion (USD 15.7 billion, EUR 13.3 billion).
Headquartered in Finland, Nokia is listed on five European Stock Exchanges and on the New York Stock Exchange (NOK),
has sales in over 130 countries and employs more than 47,000 people worldwide.
Sprint PCS
Sprint PCS operates the largest 100 percent digital, 100 percent PCS nationwide wireless network in the United States,
already serving the majority of the nation's metropolitan areas, including more than 4,000 cities and communities across the
country. Sprint PCS has licensed PCS coverage of nearly 270 million people in all 50 states, Puerto Rico and the U.S. Virgin
Islands. Sprint PCS is a wholly-owned tracking group of Sprint Corporation (NYSE: PCS - news) trading on the NYSE under
the symbol ''PCS''. Sprint is a global communications company at the forefront in integrating long distance, local and wireless
communications services and one of the world's largest carriers of Internet traffic. Sprint built and operates the United States'
only nationwide all-digital, fiber optic network and is the leader in advanced data communications services. Sprint has $17
billion in annual revenues and services more than 17 million business and residential customers.
SOURCE: Dr Pepper/Seven Up, Inc.
More Quotes
and News:
Cadbury Schweppes PLC (NYSE:CSG - news)
Nokia AB Oyj (NYSE:NOK - news)
Sprint Corp (NYSE:PCS - news)
Related News Categories: advertising, entertainment, food/beverage, telecom
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