New Delhi, 28th January 2010: This summer get set to be soaked in a fresh burst of lemon refreshment. 7UP, the natural lemon flavoured beverage from the PepsiCo India stable has introduced a new thematic campaign for 2010. The new thematic campaign expands on the theme of ‘Lemon Refreshment’ that succinctly dials up the core ‘fresh and cool’ feel of the brand.
7UP has crafted a comprehensive communications campaign that takes the promise of ‘Lemon Refreshment’ to the next level. A new vibrant, eye catching lemony packaging has been introduced to reflect the natural lemon refreshment of the drink. The new packaging has been introduced across its PET and slim can packs.
Ms Alpana Titus, Executive V.P.-Flavours, PepsiCo India says, “7UP is one of the fastest growing brands within the Pepsico portfolio. We will be building on the simple yet powerful message of “Lemon Refreshment” that has resonated with consumers in 2009. We are entering 2010 with strong momentum on the brand, with a very healthy growth in volumes as well as consumer equity scores. We will accelerate the journey we embarked on in 2009 to simply remind the consumer of the unparalleled refreshment that the natural lemon flavour of 7Up delivers. All communication, starting from the basic packaging to outdoor, print and electronic communication will strengthen this core lemon refreshment theme.”
The new thematic television commercial showcases the second stage of 7UP’s transition, moving ahead from simply stating its lemony quotient to visually representing the experience of ‘lemon refreshment’. The film communicates the sensorial refreshment that 7UP gives to a couple who is getting bored in a cafeteria. With an attempt to make the commercial seem more than just another story, it takes the viewer on a sensorial ride of lemon refreshment. The film has been conceptualized by BBDO India and produced by Cutting Edge Productions.
Apart from that, brand 7UP has also launched an outdoor campaign, as part of its 360 degree integrated communications campaign. The images created for the outdoor hoardings offer a visual treat to the consumer, having been crafted using a photographic technology hitherto unused in India. A Spanish production house, Garrigosa Studio was roped in for developing the look which took approximately a month to complete and included taking over a thousand pictures of water splashes appearing in the shape of lemons. This month long process has ensured the final result is totally photographic, emanates freshness and has a natural touch to it.
Speaking about this, BBDO Executive Creative Director, Manoj Deb, says, “The challenge for us was to create a look that’s fresh and strongly communicates the message that 7UP has natural lemon flavour. Keeping in mind that pictures speak louder than words especially in OOH medium, we created water splashes in shape of lemon slices which made them visually delightful. Such a look is distinctly different from what others have attempted in the category.” The TVC will go on air in the first week of February.
PepsiCo entered India in 1989 and has grown to become the country’s largest selling Food and Beverage Company. The group has built an expansive beverage, snack food and exports business and to support the operations are the group’s 41 bottling plants in India, of which 13 are company owned and 28 are franchisee owned. In addition to this, PepsiCo’s Frito Lay snack division has 3 state of the art plants. PepsiCo’s business is based on its sustainability vision of making tomorrow better than today.
PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 285,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.
Mrinall Kanti Dey
GM - Corporate Communication
Tel: 98184 49509
Mobile: 98990 43917
Mobile: 98912 52905