With summer at its peak and the nation looking for a respite from the searing heat, PepsiCo has launched a new ad campaign, ‘No Hot Cup, Only Cool 7Up’, for its refreshing lemon-lime drink for the South India market.
Launched across Tamil Nadu, Karnataka and Kerala, the new television commercial (TVC) aims to bring to life 7Up’s authentic and refreshing personality. The TVC showcases a real-life set-up of work stress -- boss’s expectations, work deadlines and the pressure to always outshine. To break away from this work fatigue, people step out for their daily routine for a break at a local stall outside office but instead of a hot beverage, they are encouraged to cool-off with a refreshing 7Up.
Gaurav Verma, Associate Director, Flavours Marketing, PepsiCo India, said, “7Up has always been about authenticity and our campaigns have always been rooted in researched and validated consumer insights. We worked with consumers to understand the tension point at work and what triggers the need for breaking away from the daily stress. From there we embarked on the idea of our latest campaign, which seeks to change old habits and conventional ways of doing things. 7Up is one of the most loved beverage brands in Southern India and with the new ‘No Hot Cup, Only Cool 7Up’ campaign we are further strengthening our position as the ultimate refreshing drink for those breaks to cool down and keep going about daily tasks.”
Conceptualised in association with BBDO India, the new campaign has an aggressive 360 roll-out planned across TV, cinema, digital, OOH and retail activations. The brand featured its TVC alongside the blockbuster movie Bahubaali 2 at more than 2000 single screens cinemas across the three states.
Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “All we are saying is that for those times when the mind is really heated up, grab a cool 7Up. That’s the single-minded message of our campaign. A chilled drink of 7Up helps you beat the heat and all the other downers that come with it. ‘No Hot Cup, Only Cool 7Up’ is an upbeat summer chant that cools you down even as you say it. It’s a catchy execution with an interesting style mixture of contemporary pop with a full-on electronic shower of cool. It may be scorching outside and things could go awry but you can always remain cool inside.”
To further build authenticity and enthral consumers, 7Up is also rolling out new packaging for PET bottles in Tamil Nadu. The new bottle is the brand’s first packaging innovation globally and comes with an all new shape and transparent label highlighting the clear, crisp and refreshing codes of the drink.
Creative Agency: BBDO India
Chairman and Chief Creative Officer: Josy Paul
Chief Executive Officer: Ajai Jhala
President: Rajesh Sikroria
Creative Team: Ritu Sharda, Anunay Rai, Rishi Pande, Jagpal Singh and Mayank Patel
Account Management: Gireesh Gupta, Yaman Gogia and Rohit Sachdev
Account Planning: Ninad Satpute, Rashi Jain
Production House: Rajiv Menon Productions
Director: Rajiv Menon