In a groundbreaking collaboration, 7UP® has joined forces with Spotify to launch the ‘7UP® SpiceIt Playlist’, a first-of-its-kind initiative designed to enhance the experience of eating spicy food. This innovative campaign blends science, spice, music, and refreshment, offering food lovers a sensory experience that pushes the boundaries of flavour perception.
Backed by scientific insights from Professor Charles Spence of Oxford University, whose research highlights how specific music frequencies can intensify the perception of spice, the campaign aims to elevate the fiery food experience. The research shows that fast-paced, high-pitched sounds can make food taste even spicier, creating a unique sensory experience for spicy food enthusiasts.
To amplify the campaign, 7UP® has unveiled a digital film featuring renowned music sensation Anirudh Ravichander. In the film, Anirudh reaches for hot sauce, only to find it empty, leading to the discovery of how music can enhance the spice experience. Intrigued by the concept, he remixes the ‘7UP® Super-Duper Refresher’ track, incorporating high-pitched sounds, before enjoying a bite of spicy food. As the music intensifies, so does the perceived spice, culminating in a refreshing sip of ice-cold 7UP®.
Shailja Joshi, Category Lead, Cola and Flavours at PepsiCo India, said, “Spicy food is more than just a preference — it’s a way of life. At 7UP, we celebrate our love for spice, and through our association with Spotify, the ‘7UP SpiceIt Playlist,’ will enhance the way people enjoy their favourite fiery dishes. Both 7UP and Spotify are all about elevating experiences—whether it’s through refreshment or music—and this campaign brings the two together in an exciting way. This is yet another step in our commitment to make every spicy bite more enjoyable, with 7UP as the ultimate refreshment companion.”
Sanketh Garimella, Director of Sales, Spotify India, added, “Music and food have always been a perfect duo, and the ‘7UP SpiceIt Playlist’ is a fresh take on this synergy, based on research that highlights the relevance of music in how we taste food. Both 7UP and Spotify are committed to creating immersive experiences, and this collaboration pushes creative boundaries, delivering a bold and fun consumer engagement.”
Anirudh Ravichander also shared, "Music has the power to amp up every experience, and it’s exciting to see how it can even enhance the perception of spice. Remixing the 7UP Super-Duper Refresher track to bring this insight to life was a thrilling experience. 7UP has always been a part of our food moments, and this campaign makes it even more special for spicy food lovers."
Vikram Pandey, Chief Creative Officer at Leo South Asia, commented, “7UP goes best with spicy food, so, when we learned of Prof. Charles’ study of how certain musical frequencies can intensify the taste of spicy food, we saw an opportunity to bring alive a unique experience. We collaborated with Prof. Charles and ace musician Anirudh to curate the ‘7UP SpiceIt Playlist’ - a lineup of high-energy tracks designed to take your spicy meal to the next level. We then took this to Spotify and created a first-of-its-kind experience that mixes music, food and super-duper refresher, 7UP."
The campaign film will be amplified across TV, digital, outdoor, and social media. Additionally, limited-edition packs of 7UP® will be available on e-commerce platforms in late April, featuring QR codes that lead consumers to the ‘7UP® SpiceIt Playlist’ on Spotify, enhancing their spicy food experience anytime, anywhere.
