Double-O-Seven-Up, yet another product placement in DAD

21-Sep-2002 • Die Another Day

This winter, 7 UP is setting out to find its own "Agent 007 UP" with its new on-pack consumer promotion, which is part of the soft drink brand`s sponsorship of "Die Another Day".

One lucky grand-prize winner will have the opportunity to be named "Agent 007 UP" and will get the chance to embark on a secret mission to London to capture a $25,000 bank account and deplete the funds in 72 hours.

The promotion, which will run from November through December, will connect 7 UP with the British spy, who has 40 years of brand awareness.

"James Bond is one of the most widely recognized franchises in the United States, especially with the 7 UP target audience, in which nearly 94 percent of 12- to 17-year-olds have seen a James Bond movie," said Kelli Freeman, director of brand marketing for 7 UP. "Partnering with the Bond movie allows us to offer our consumers the unique chance to spend the day in the life of their favorite spy."

In addition to the grand-prize secret mission to London, consumers will have the chance to win Agent 007 UP gadget packets that include a movie pack of seven special edition James Bond films, a set of three die-cast replicas of cars featured in Die Another Day and a portable DVD player.

Consumers can enter the sweepstakes by looking for an entry form on specially marked 12-packs and 2-liter bottles of 7 UP, Diet 7 UP and Cherry 7 UP. In addition, consumers will have the opportunity to win autographed Die Another Day movie posters by visiting the 7 UP Web site at www.7UP.com .

The promotion will be supported with special point-of-sale materials, such as pole signs, shelf talkers and static clings, which will feature a silhouette image of James Bond and the Die Another Day logo. Other retail merchandising pieces include a large-format display spectacular with motion, standees, pole toppers featuring motion, and ceiling danglers. In addition, 7 UP also will release special edition 12-ounce cans with silhouette James Bond images.

Thanks to `MBE` for the alert.