Young consumers aren’t drinking soda like they use to, so the biggest names in the industry are trying to new tactics to reach them.

Young consumers aren’t drinking soda like they use to, so the biggest names in the industry are trying to new tactics to reach them. 7UP’s latest Millennial strategy is all about acknowledging the truth: their soda is being used to mix cocktails. The “Mix It UP a Little” campaign encourages consumers to use their beverage as a drink mixer and in recipes, to “elevate all the ways in which consumers are enjoying [their] product.” Along with two ‘humorous’ TV spots, the campaign also includes digital videos featuring Sir Mix-a-Lot demonstrating recipes to spice up cocktails. (MediaPost)