PepsiCo is relaunching its second-biggest beverage brand 7up with a new global campaign to appeal to non-conformist, younger consumers.
The lemon and lime-flavoured soft drink, which dates back to 1929, has been given a new visual identity and a global ad campaign featuring the line “Feels Good To Be You”.
Rolling out to 140 countries, two 30-second TV ads will feature “urban knitter” Magda Sayeg from Santiago in Chile, and animator and “guerrilla cartoonist” Marty Cooper. As part of the campaign, a London bus will be decked from top to bottom in wool.
The TV ads will be backed with a series of online videos, plus social media, print and out-of-home activity. Content will also be distributed through the brand’s my7up.com website.
“7up believes that everyone is naturally unique and original – and they should be able to bring out their originality to keep the world fresh and diverse,” said Kristin Patrick, SVP, chief marketing officer at PepsiCo Global Beverage Brands.
“There is an amazing correlation between our consumers, our product and our brand. From the exciting new visual identity, to the clear, crisp taste that can only be 7up, our brand is as unique as the people who drink it. And it’s this uniqueness that the new campaign celebrates as 7up becomes a companion to originals around the world and provides a genuine platform to share their diversity of interests.”