The brand’s “flip it” positioning reinforces that dnL is literally 7 UP upside-down. “Flip it” was laced through the media and creative as all plan elements were designed to “flip” consumers’ perspective. At first, the print ad appears as a standard sticker sheet. However, once stickers are peeled back, additional messaging is revealed-encouraging consumers to grab DNL and log onto dnL.com to win great prizes. Prizes were awarded everyday to keep the target coming back.

This effort beat all objectives especially given the limited dollars in a category of seemingly unlimited dollars. For under $300M the DNL effort generated 30MM+ impressions and boasted 101M+ promotional entries. In terms of sales, the brand launched with great results increasing distribution in key markets and outperforming key competitors.