7UP is launching a pounds 3m ad campaign for the summer, spoofing
US television series Baywatch. ’Coolwatch’, created by the BBDO network,
will break in the UK in May and run through to July. The ad features a
hunky lifeguard rushing to the rescue of a girl who has become too hot
on the beach. After administering a life-saving rub-down with a cold can
of 7UP, he gives her the kiss of life with a splash of the drink. The
campaign is part of the Britvic brand’s pounds 4m support spend, which
will also cover an on-pack promotion later in the year. 7UP holds a 52%
volume share of branded take-home lemon-and-lime carbonate sales (AC
Nielsen MAT February 2000).
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