7UP® has launched a new campaign titled ‘7 Days of Super Duper Summer’ to highlight the role of refreshment in coping with high summer temperatures across regions like South Asia and the Middle East. The initiative runs from 14 to 20 July and features CGI-generated content showing snow falling in summer environments, including cities like Mumbai, Cairo, Riyadh, and Dubai.
The campaign follows research commissioned by 7UP® revealing that heat significantly affects daily routines in countries such as India, the UAE, Saudi Arabia, and Egypt. In India, 81% of respondents reported that everyday tasks take longer to complete due to high temperatures. Around 79% of Indians said they would prefer being covered in snow on a hot day, with common strategies for coping including using fans for extended periods and midday cold showers.
According to 7UP®, the campaign uses visual digital content to portray the product as a cooling break during extreme heat. The activation features influencer-led videos showing snow falling in familiar summer settings, triggered by the act of opening a can of 7UP®. Influencers across the region have also posted similar videos to amplify the message.
Shailja Joshi, Category Lead, Cola and Flavours, PepsiCo India, said, “7UP®️ has always been about creating refreshing moments that delight the senses — through flavour, sound, and now, visuals. After a phenomenal response to our sonic identity, we wanted to bring alive our Super Duper Refreshment proposition in a way that’s bold, immersive, and distinctly 7UP®️. With this activation, we’ve flipped the script on summer by turning India’s hottest cities into playful, snow-filled escapes —It’s imaginative, spontaneous, and joyful — everything 7UP®️ stands for, delivered in a way that deeply connects with today’s generation.”
Salman Butt, Global Senior Marketing Director at 7UP®, added, “The physical impact of extreme heat on our bodies cannot be underestimated, but sometimes a refreshing break is all we need to get back to normal. Whether it’s a moment to reset during a busy day or a way to cool yourself down, 7UP® delivers the ultimate, Super Duper Refresher to those across the globe. As for the social activation, we wanted to do something that not only made people laugh or share, but also made them feel refreshed in the moment. This is what 7UP® stands for — a burst of freshness, fun, and refreshment in a world that can feel a little too hot.”
The campaign will conclude on 20 July with a brand montage showcasing seven days of content from various cities.
This initiative follows 7UP®’s recent launch of a sonic brand identity through a multisensory MOGO® (a registered trademark of Brandmusiq), designed using emotion-mapping technology to evoke upliftment and coolness. It marks the brand’s continued efforts in using storytelling to promote refreshment.
Further content is available on 7UP® India’s official Instagram handle (@7UPIndia), with more details accessible via regional brand websites.
