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7Up is setting its sights on a new, millennial target.

The lemon-lime soda had long looked to appeal to a customer that was older than 35 and, more often than not, a mom. Its marketing messages emphasized its natural flavoring and lack of caffeine. Past campaigns have featured burping bunnies, an improbably happy Brad Garrett — with the tagline “Ridiculously Bubbly” — and a baby Cee-lo Green — with the tagline “Be Yourself. Be Refreshing.”

But with the soda category struggling — it’s declined each of the last nine years — it’s prime time to shake things up. 7Up controls just 1% of the market, ranking as the 15th largest soda brand, compared to Sprite’s 6th place ranking, according to Beverage Digest.

Continue reading at AdAge.com