7UP Launches Electronic Dance Music Marketing Campaign

PLANO, Texas — In 2014, 7UP® will amplify the EDM energy, community and movement with #7x7UP. This yearlong 7UP® program will bring uplifting experiences to 7 festivals and events. As part of this exciting collaboration 7UP® will partner with 7 DJs, including the world-renowned DJ, Tiësto, who helped 7UP light up a village in Chile as part of 7UP®’s newly launched creative.

“Fans of EDM are a passionate and tight-knit community always on the edge of electronic music discovery,” says Dave Falk, vice president of marketing for 7UP® at Dr Pepper Snapple Group. “The music and the incredible productions at the festivals are at the core of the EDM lifestyle, and we want to help fans connect even more closely with the experiences they love.”

During the yearlong #7x7UP program, 7UP® will provide fans unprecedented access before, during and after the most anticipated dance music festivals of 2014 with unique experiences and exclusive content. Meanwhile, 7UP® will spotlight six “Bubbling UP” DJs and chronicle their journey on how they are becoming the newest stars of the electronic dance music movement.

“I wanted to become a DJ from the moment I first heard dance music and it’s become my life’s passion. My goal is to spread the music and share my passion with fellow EDM fans around the globe,” says Tiësto. “Now with the support of 7UP®, we’re literally going to light things UP at the best EDM festivals and events across the U.S.”

To learn more about how 7UP® is amping up EDM in 2014, follow #7x7UP all year at events across the country and online at7UPmusic.tumblr.com.

About 7UP®

7UP® is one of many flavorful brands in the beverage portfolio of Dr Pepper Snapple Group (NYSE: DPS). A favorite since 1929, 7UP® is THE UNCOLA. 7UP® is available in Regular, Diet and Cherry varieties. DPS is a leading producer of flavored beverages, marketing 50-plus beverage brands across North America and the Caribbean. For more information, visit 7UP.com or DrPepperSnapple.com. For the brand’s latest news and updates, follow 7UP® at Facebook.com/7UP or Twitter.com/7UP.

About Tiësto

Tiësto is a performer who has transcended musical genres to create a global “Tiësto” brand. His achievements include: a Grammy nomination, numerous MTV awards, performing at the opening ceremony of the 2004 Athens Olympic Games to an audience of billions, and even a wax statue at Madame Tussauds. With over 16 million friends on Facebook, 2 million followers on Twitter, over 400 million views (and one million subscribers) on YouTube, his globally syndicated Club Life radio show as well as his Club Life iTunes artist podcast (#1 music podcast globally), Tiësto has truly become a universal phenomenon. Voted ‘The Greatest DJ Of All Time’ by Mixmag in 2011, the #1 DJ by Rolling Stone and recipient of DJ Mag’s first ever “Top 100 DJs Legend Award,” Tiësto has worked with superstars such as Kanye West, Bono, Coldplay, Katy Perry, Yeah Yeah Yeahs, Goldfrapp and many more. Tiësto is currently focusing much of his time in the studio on the production of his much anticipated studio album (to be released in Spring 2014). The first single from the album, “Red Lights,” is a global smash and one of the winter’s biggest club hits.