McKayla Maroney, 7Up TEN: Olympic Gymnast Flips for New Endorsement Deal with Dr. Pepper Snapple Group, Impressed with New Low-Calorie Soft Drink Line
Olympic gymnast McKayla Maroney has turned her infamous scowl into a smile for a new line of 10-calorie soft drinks including 7Up TEN. After winning the silver medal at the 012 Olympic Games, Maroney openly displayed her dissatisfaction with a grimace, which has now made her a household name. The "McKayla is Not Impressed" picture turned into a popular Internet meme and even President Barack Obama posed with the gymnast making the face. So an endorsement deal with Dr. Pepper Snapple Group (DPS) is a pretty impressive feat considering the 17-year-old phenomenon is not easily swayed towards many things. Besides 7Up TEN, this new line of sodas also includes A&W TEN, Sunkist TEN soda, Canada Dry TEN and RC TEN.
Even her endorsement announcement statement sounds like she is already making commercials for the product. "Obviously, I'm not easily impressed," said Maroney. "Other brands have approached me to try their products and talk about them, but 7UP TEN^® stopped me in my tracks. It's the first brand that has really impressed me because the soda is just so good! It's got all of the flavor I want without all the calories of regular soda. It's a 'Perfect TENTM' in my book." It seems like this new offering has the legs to impress and satisfy customers as well. It allows consumers who are trying to watch their weight to not have to cut back on soft drink consumption due to the low amount of calories. Regan Ebert, senior vice president of marketing for DPS said, "We took on the challenge of impressing McKayla Maroney and we did it. We have a great tasting, low calorie soft drink, and consumers everywhere, including McKayla, tell us that 7UP TEN^® is a winner."
These 5 new TEN products are currently available around the country in select retailers. A sample event is happening Thursday, February 28, at New York's Penn Station. A TEN station will be set up in order for tourists, travelers, and New York City residents to try out the new tasty beverages. Also Maroney will be in attendance for photo opportunities to show off her new "impressed" look. Advertisements have yet to start, but DPS is planning for a wide-ranged national distribution beforehand. Expect to see McKayla and TEN's campaign starting in March.
How do you think the new TEN products will use McKayla's image to promote the product? Most likely advertisements with her looking impressed after trying the product, right? It is pretty straight forward, but it will definitely be effective.