{"id":17533,"date":"2014-10-07T00:01:53","date_gmt":"2014-10-07T07:01:53","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=17533"},"modified":"2014-10-07T01:02:08","modified_gmt":"2014-10-07T08:02:08","slug":"geoffrey-holder-7upcommercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2014\/10\/geoffrey-holder-7upcommercial\/","title":{"rendered":"GEOFFREY HOLDER&#8217;S CLASSIC 7-UP COMMERCIAL"},"content":{"rendered":"<p><span style=\"font-size: 16pt;\"><a href=\"http:\/\/danoday.com\/positioning-radio-dvd\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-17536\" src=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2014\/10\/GeoffreyHolder7UpThumbnail-200.png\" alt=\"Geoffrey Holder 7-Up Commercial\" width=\"200\" height=\"126\" \/><\/a><span style=\"font-size: 14pt;\">In addition to being illuminated by <span style=\"color: #000080;\"><strong>Geoffrey Holder&#8217;s<\/strong><\/span> performances, the 7-Up campaign was a rare great example of a true &#8220;<a href=\"http:\/\/danoday.com\/positioning-radio-dvd\">positioning<\/a>&#8221; campaign:<\/span><\/span><\/p>\n<p><span style=\"font-size: 14pt;\">7-Up was selling much less than the leading cola brands, Coke and Pepsi.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Why? Because more people wanted to drink Coke and Pepsi.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">They took a hitherto irrelevant product detail and used it to differentiate 7-Up from the market leaders in a positive way:<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Colas have caffeine. 7-Up doesn&#8217;t have caffeine.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">7-Up declared itself the &#8220;uncola&#8221; and that as far as caffeine was concerned: <em>&#8220;Never had it. Never will.&#8221;<\/em><\/span><\/p>\n<p><span style=\"font-size: 14pt;\">The implication was that 7-Up never would stoop to adding wicked, harmful caffeine to its recipe. <\/span><\/p>\n<p><span style=\"font-size: 14pt;\">For the first time, when ordering a soft drink some people starting thinking, &#8220;Hmmm. Do I really want that caffeine right now?&#8221;<\/span><\/p>\n<p><center><span style=\"font-size: 16pt;\"><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/dvZd4ld8Tt4?rel=0\" width=\"420\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/span><\/center><span style=\"font-size: 12pt;\">View the <a href=\"http:\/\/youtu.be\/dvZd4ld8Tt4\">Geoffrey Holder 7-Up commercial<\/a> on YouTube.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Here&#8217;s an article that discusses the positioning pros &amp; cons of <a href=\"http:\/\/bit.ly\/radio-positioning\">radio stations that boast &#8220;commercial free music<\/a>.&#8221;<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In addition to being illuminated by Geoffrey Holder&#8217;s performances, the 7-Up campaign was a rare great example of a true &#8220;positioning&#8221; campaign: 7-Up was selling much less than the leading cola brands, Coke and Pepsi. Why? Because more people wanted to drink Coke and Pepsi. They took a hitherto irrelevant product detail and used it [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-17533","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>GEOFFREY HOLDER&#039;S CLASSIC 7-UP COMMERCIAL<\/title>\n<meta name=\"description\" content=\"In addition to being illuminated by Geoffrey Holder&#039;s performances, the 7-Up campaign was a rare great example of a true &quot;positioning&quot; campaign...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2014\/10\/geoffrey-holder-7upcommercial\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"GEOFFREY HOLDER&#039;S CLASSIC 7-UP COMMERCIAL\" \/>\n<meta property=\"og:description\" content=\"In addition to being illuminated by Geoffrey Holder&#039;s performances, the 7-Up campaign was a rare great example of a true &quot;positioning&quot; campaign...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2014\/10\/geoffrey-holder-7upcommercial\/\" \/>\n<meta property=\"og:site_name\" content=\"DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DanODayRadio\" \/>\n<meta property=\"article:published_time\" content=\"2014-10-07T07:01:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2014-10-07T08:02:08+00:00\" \/>\n<meta property=\"og:image\" 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