Raging Cow looks to the Web for teen marketing

Dairy Foods, April, 2003

Hoping to stir nationwide interest in its new milk-based soft drink, Dr Pepper/Seven Up Inc. wants young people to help spread the word over the Web. The company plans to provide samples of Raging Cow, to hundreds of writers of Web logs that appeal to teens and young adults. The campaign represents an unconventional strategy for Dr Pepper/Seven Up, which traditionally has relied on television advertising and other mass media to reach its targeted audiences.