Dr Pepper-Seven Up & eBay Forge Marketing Relationship.

Dr Pepper/Seven Up, Inc. today announced that it has entered into a strategic alliance with eBay to develop a comprehensive marketing platform for brands such as Dr Pepper, 7 UP, Sunkist, A&W Root Beer and Canada Dry. In an effort to forge stronger relationships with consumers, Dr Pepper/Seven Up will work with eBay to develop an extended loyalty program, advertise brand news within the eBay community and drive trial sampling of new products.

“We believe our relationship with eBay will help increase volume for Dr Pepper/Seven Up brands by allowing us to develop and maintain long-term online relationships with our consumers,” said Mike McGrath, president and chief operating officer of Dr Pepper/Seven Up. “eBay is a significant part of pop culture and is used by all types of consumers. We look forward to being able to use this important relationship to reach millions of consumers and generate repeat purchases.”

The cornerstone of the relationship is the “Liquid Loot” online consumer loyalty program, which debuts in June 2003. As part of the program, consumers who purchase specially marked Dr Pepper/Seven Up products, including 7 UP, Sunkist Orange Soda, dnL, A&W Root Beer and Canada Dry, will be given special codes that can be redeemed for points on http://www.LiquidLoot.com . The points are deposited into Liquid Loot accounts where consumers can then use the points to
bid on special prizes and awards in an auction-style process.

In addition to select Dr Pepper/Seven Up merchandise, consumers will be able to bid on a variety of special music and entertainment-related items, such as CDs, concert tickets and other prizes.

As another part of the loyalty program, consumers will receive e-mail updates informing them of new items up for bid, current Dr Pepper/Seven Up promotions and their point standings. Consumers also will be able to receive electronic coupons that will offer them the opportunity to sample new Dr Pepper/Seven Up products as well as their favorite soft drink brands. “Dr Pepper/Seven Up has committed itself to rewarding its consumers for their loyalty through a unique and innovative program,” said Jeff Jordan, senior vice president and general manager of eBay U.S. “Through its alliance with eBay, Dr Pepper/Seven Up will be able to reach millions of consumers with the click of a mouse. We are confident this program will be extremely popular with consumers and the eBay community.”