- 7UP is encouraging consumers to be a little extra with its lemon-lime-flavored soft drink, using it as a mixer to bring some effervescence and flavor to their beverages in a new global marketing campaign.
- The new campaign, themed “Level Up With 7UP,” draws upon insights and trends appealing to Millennials and Gen Z about being more experimental with their food and drink choices and recipes.
- The campaign includes a short film depicting consumers using 7UP to liven up beverages at parties and other events and will include influencer content that will include bespoke recipe mixes that tap into emerging food trends.
“We’re excited to launch our new 7UP mixology campaign, designed to show how adding 7UP to your social occasions can elevate unforgettable moments,” said Eric Melis, VP Global Brand Marketing for 7UP, in a statement. “Whether you’re sipping on a mocktail spritz, using it as your chosen mixer or enjoying it straight from the can, 7UP provides the perfect blend of flavor and fizz, creating a refreshing experience that’s ideal for any moment spent with friends.”
The centerpiece of the new campaign is a short film that depicts friends using 7UP to liven up their drinks in various ways. As the camera circles around a glass of 7UP and ice, partygoers in various locations are shown adding various ingredients to the drink, including fresh lime, blended fruit, fresh garnishes and more 7UP. The spot ends with the idea that leveling up the flavor also “level[s] up the vibes.”
The campaign will also include an influencer content series that is specifically designed to guide GenZ and Millennials through the steps of how to level up their beverages with 7UP. Through the content, creators will incorporate 7UP into much-loved beverages, demonstrating how adding a simple ingredient can elevate even familiar drinks.
The new platform will be rolled out in select markets worldwide, including Egypt, Vietnam, Portugal, India and Thailand. The global film and influencer content will be complemented by local influencer partnerships, sampling opportunities, giveaways and consumer events such as beach parties.
