PepsiCo’s 7Up, the refreshing clear drink with lemon flavour, and the brand mascot Fido Dido shows a new take on how to deal with life’s googlies, in a new campaign.
In true 7Up style, the new ‘Think Fresh’ campaign encourages consumers to control their response to life’s googlies and face them head on. Fido Dido, the witty, wriggly-haired mascot known for his quirky, fun attitude, is also back to reiterate 7Up’s Think Fresh proposition on screen.
The brand’s new TVC shows a young couple chilling out and clicking romantic selfies at a beach. Suddenly, life throws an unexpected googly at the couple when the guy notices a familiar face strolling down the beach — an uncle from his neighbourhood. 7Up and Fido Dido come to the couple’s rescue as the uncle gets set to click and broadcast an image of the couple. A quick picture of the uncle with a young jogger solves the problem and turns the situation to the couple’s advantage.
Nobel Dhingra, Director Flavours (7Up and Mirinda) and Area 3 Countries, PepsiCo India, said, “7Up as a brand has always encouraged consumers to be their cool and optimistic self. The Think Fresh campaign builds on this belief and reiterates that even the most complicated situations in life can be easily dealt with if one adds freshness and optimism into the mix. We are confident the new campaign will encourage consumers to Think Fresh and turn any tricky situation to their advantage.”
Ashutosh Sawhney, Managing Partner and Head, DDB Mudra North and Vishnu Srivatsav, Creative Head, DDB Mudra, said, “VUCA is today’s new normal and it even percolates down to slices of our lives. Consumers across the board have resonated with this reality. 7Up, with its refreshing flavour, attempts to enable its consumers to think fresh, thereby turning their life’s little googlies into advantageous situations. The new campaign illustrates this in the most unmistakably 7Up way by bringing the iconic Fido Dido back and keeping the brand’s tonality refreshing , just like the great taste of 7Up. ”
7Up will also roll out a 360-degree marketing plan, which will include outdoor and digital surround.
Agency: DDB Mudra
National Creative Director: Rahul Mathew
Creative Head: Vishnu Srivatsav
Creative Director: Sooraj R. Pillai, Anu Gulati
National Strategy Head: Amit Kekre
Planning Team: Phalgun Polam, Atyukti Pachauri
Managing Partner & North Head: Ashutosh Sawhney
Account Management Team: Daksh Sood, Abhishek Walia, Maitree Anil Lonare, Anushka Varma