Bob sent a message to Larry D. Young President and Chief Executive Officer of Dr Pepper Snapple Group Inc. Email Address that said:
Larry,
Just 36 months from this August the media and the country will celebrate the 50th anniversary of the Woodstock Music Festival in a big way. Earlier that same year (1969, when I was a sophomore at Glendale HS in Springfield, MO and just starting to drive), 7Up "The UnCola" had already lined the nationâs highways with the first batch of colorful, sometimes psychedelic billboards illustrated by the up and coming artists of the day. Within a couple of years, sales surged by as much as 30% under the direction of The J. Walter Thompson [advertising] Co. because "The UnCola" had captured the youth market.
Will your company let this opportunity for cross-marketing quietly slide by, or will DPSG be out in front and add some more fizz to the brand? Over half of the 53+ giant 21'x10' billboard images issued between 1969 and the mid-1970's already reside in my 8,000 +/- s.f. collection with more on the way. Over half of those restored paper billboards are literally one-of-a-kind.
I'd love to share what I've learned about the ad campaign and talk to you about some of my ideas to capitalize on this extremely rare trendsetting artwork. My office is less than 4 miles from your headquarters in Plano.
You can see my 7Up UnCola vintage billboard collection to date here:
-Bob Treat
