Even soft drinks are selling at eBay
EBay.com is quickly becoming known as the site to buy or sell anything--including retail products. Dr. Pepper/Seven Up Inc. showed this fall that even soda pop will sell on eBay.
When Dr. Pepper/Seven Up wanted to make a splash over its new soft drink, dnL, it launched the first sale on eBay.com. The result: The first case fetched $5,100. “We had no idea what it would sell for, but we’re encouraged by the response,” a Dr. Pepper/Seven Up spokesman tells InternetRetailer.com.
The beverage company says it chose eBay for its product launch because it wanted to attract a large audience of teens and young adults. "eBay certainly produced the targeted demographic of teens and young adults," the spokesman says. "It made sense for us to fish where the fish are."
The company’s intention was to build awareness of its new caffeinated soft drink, whose logo is an upside-down version of the long-running 7 Up brand, not to sell at the highest price.
The 31 eBay auctions of dnL cases brought a total of more than $9,000, 12 times a typical retail price of about $750, a Dr. Pepper spokesman says. The auctions were conducted in association with auction technology provider FairMarket Inc.
Dr. Pepper donated the proceeds of the dnL auctions to Rock the Boat, an organization that encourages young people to register to vote.
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