This summer beverage brand 7Up is all set to take consumers on a trip down memory lane with its new campaign, 7Up back to cool. The refreshing clear drink with a natural lemon flavour presents consumers with a blast from the past, with the launch of six vintage designs. The limited-edition packaging is celebrating the spirit and soul of six different decades in history, starting from the 1950s and running through the 2000s.
Inspired by the people, culture and aesthetic of a particular decade, the new bottles reinstate 7Up’s philosophy that there’s nothing better than being your true individual self and that people, no matter when in history and which part of the world they are in, strive for originality.
This philosophy manifests itself through cool designs and catchphrases that defined the six generations. Printed on the bottles, the 1950s slogan screams out ‘Sure is swell’, a popular slang of the decade; while the ‘Far out flavour’ slogan captures the essence of the 1960s. The 1970s are depicted through the ‘Get down, 7Up’ slogan and ‘Clearly the uncola’ that take centre stage on the bottle label inspired by the 1980s.The 1990s bottle sees ‘King of cool’ Fido Dido take a break while lying in his hammock. Rounding off the pack of six is the 2000s’ ‘Timeless taste’ bottle slogan, which exemplifies how the clear drink has remained a favourite over the decades.
The cool quotient of the 7Up Vintage packaging is brought alive on screen through a TVC, conceptualised by creative agency BBDO, which shows the evolution of the different designs.
Gaurav Verma, Associate Director, Flavours Marketing, PepsiCo India, said, “7Up is a brand which is inherently cool and has retained its personality through the decades. Through the limited edition 7Up Vintage packaging, we have once again taken a unique and ‘cool’ approach to connect with today’s generation. In the age of throwbacks and selfies, the 7Up Vintage bottles are the perfect representation of our Shelf to Media strategy and we are confident the new, limited edition packaging will truly make 7Up stand out on retail shelves.”
Echoing his thoughts, Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “These are collector’s items. Fido is the original daddy of cool! And all the other cool 7 Up stuff! It’s so awesome that you want to own every one of these global vintage packs. And you want others to enjoy them to. How do you do that? With the 7UP Back to Cool promo offer! Now everyone has a chance to go back in time with a bottle of 7 Up! Nostalgia is cool!”
7Up has rolled out a 360-degree marketing plan after the launch of the TVC on April 23. This will be supported by outdoor and digital surround. The edgy new Pet bottles will be available to consumers across modern and traditional outlets across the country.
The brand is also introducing limited-edition design merchandise, including Bluetooth speakers, headphones, t-shirts and hoodies, notebooks, sippers and funky slap-bands inspired by the new packaging. Consumers will get a chance to win this merchandise through promo packs on select bottles in Kerala, Karnataka, Tamil Nadu, Andhra Pradesh, Telangana and West Bengal.
Client: Vipul Prakash, Gaurav Verma, Arti Hajela & Sonam Singh
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, Shinjini Banerji, Jagpal Singh and Aakancha
Account Management: Gireesh Gupta, Shrutika Sinha and Rohit Sachdev
Production house: Asylum Films
Director: Aiman Ali
Producer: Varun Mohta