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'DRINK 7UP TO THINK FRESH'

BY Imran Fazal

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Q] With the ‘Think Fresh’ series, what message does 7UP want to deliver?
Life has never been as uncertain as it is now for the youth of today. The level of uncertainty and flux is only going to accelerate in times we are moving into. The nature of these uncertainties thrown at you is such that one can never be prepared for them in advance. To deal with them, one needs agility and alertness of the mind, which is what 7UP inspires the youth of today to celebrate. It exhorts them to keep their minds charged and refreshed so they can tackle any curve ball life throws at them with remarkable wit, ease, and ingenuity. In a world that puts far too much emphasis on physical bravado, we want to be the brand that celebrates the power of not just the body, but also that of a fresh, productive, and charged mind – the true arsenal of the youth.

Q] What is the marketing mix of the campaign?
Our latest 7UP TVC will be amplified across TV, Digital, Outdoor, and Social Media through a 360-degree marketing campaign.

Q] Fido has been an important character in 7UP advertisements, how many advertisements have been designed for the launch this year, and with what message?
We have a series of two light-hearted films carrying a message for the youth and the society that star Fido. These campaigns bring to life the fresh thinking philosophy that Fido embodies. They show the power of fresh thinking to solve some irksome issues that everyday life throws at a societal level, and that fall short of reasonable, systemic solutions. Aside from this, you will also see year- long content that Fido brings to the audiences on various platforms – content that continues to celebrate the power of fresh thinking that we believe India’s youth is all about.

Q] The current advertisement highlights the issue faced by women while commuting. What other issues will 7UP touch to deliver the message?
Our joyful and enjoyable ‘Think Fresh’ series demonstrates that everyday issues can be tackled with a lighthearted approach. The brand sheds light on the numerous curveballs we face on a daily basis that one can easily overcome with quick wit, and innovative thinking. The film makes a powerful statement about approaching life with a refreshing view, positivity, and a fun disposition, in order to win over in this ever-changing environment.
The recently launched TVC which is the second of the two-part series is another fun representation of clear thinking, and aims to inspire the youth to resolve everyday problems with a fun attitude. The film showcases Fido Dido along with his friends help an elderly to cross the road on a Zebra crossing while reiterating traffic rules in his trademark playful and ice-cool manner.

ABOUT THE BRAND
PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country, and has built an expansive beverage and snack food business supported by 63 plants across foods and beverages, such as, Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, and Quaker.

FACTS
Creative Agency: DDB Mudra
Digital Agency: Autumn Grey
PR Agency: Edelman India

Q] Covid-19 pandemic affected several brands in the F&B industry, how did the pandemic affect 7UP?
Our compass is our consumers. At PepsiCo India, we are constantly listening to consumers and evolving to best serve them. With in-home consumption increasing during the pandemic, we launched the entry level bottle in home (SKUs 1.25L @ 50INR). In addition, with the trend of online content consumption at an all-time high, we are continually recalibrating our programmes to build strong digital legs to effectively engage with our audiences.
With 7UP, we are also building a strong cultural connect and becoming part of one of the most emotional and important moments of our customers’ lives. Whether it’s creating special edition packs and programmes for Durga Pujo in West Bengal, Navratri in Gujarat, or Pongal in Tamil Nadu, we’ve made sure that we add sparkle to celebrations, and celebrate cultural richness of the country with a hyper-local approach.

Q] Looking at the future perspective, how much growth is 7UP expecting in 2022?
7UP is a powerful brand in PepsiCo India’s portfolio. As demand for our category continues on a positive trajectory, and the lemon and lime segment continues to be a frontrunner, we look optimistically to a successful summer season.

Q] What innovative strategies will 7UP implement in the future to increase its reach?
7UP is continually exploring ways to refresh its audiences through relevant and engaging marketing campaigns. Engaging with influencers, new age media partnerships, and building a hyper-local approach are important elements of our strategy, as we champion the brand’s philosophy of ‘Think Fresh.’

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