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7UP SAYS GOLDEN TIMES ARE HERE

360- degree communication across TV, digital, print and outdoors

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MUMBAI: When your time is right, everything that you touch will turn to Gold. It is this timeless insight that 7Up, the clear lemon refreshing drink is building on as the key insight for its new campaign that says- ‘Golden Times are Here.’

In true 7Up style, the brand’s new campaign Golden Times encourages consumers to be their authentic cool self, chilled out and confident, in the belief that when the time is right, all you need to do is chill and everything will fall into place. The brand brings this insight alive with its new ‘shelf to media’ program where consumers can win gold every hour by sipping 7UP and chilling out. This campaign will be brought alive with a powerful TVC and amplified across multiple media. The creative idea has been conceptualized by creative agency DDB Mudra Group. You can watch the TVC here.

Over 2 months, consumers stand a chance to ‘WIN GOLD EVERY HOUR’ and all consumers can win a Rs 20 Amazon Pay Voucher that can be availed on www.amazon.in or on the Amazon shopping mobile application.  The mega prize is a gold coin of 10 gms of 22 carat every hour between 10 am and 8 pm every day from 1st December 2018 to 31st January 2019.

Speaking on the campaign, Anuja Mishra, Associate Director-Flavours Marketing, PepsiCo India said, “7Up is a cool and young brand that encourages consumers to be their optimistic self. We’ve always stayed close to consumer trends & local cultural insights, and that’s how our new campaign of “ Golden Times” was envisaged. We spoke with consumers and identified that In this speed age, consumers are looking for quick and quirky ways to stand out. We’ve brought this insight to life, where consumers could win gold every hour, all they need to do is chill with a 7UP and SMS the code under the cap.”

Vishnu Srivatsav, Creative Head, DDB Mudra Group, South & East said, “We really wanted to communicate a simple insight that when your time is right you could chill and still win. And we wanted to bring it alive in the most evocative and culturally impactful way possible. Whether it’s the signature swag or the father son relationship, we wanted the communication to truly reflect the relevant culture.”

The special initiative is applicable on the entire PepsiCo India Beverage portfolio, be it 7UP, Pepsi, Mountain Dew, Mirinda or Tropicana Slice on 250 ml, 300 ml, 500 ml, 600 ml, 750 ml, 1.2 litre, 2 litre and 2.25 litre packs. All that consumers need to do is to purchase their favourite PepsiCo beverage, SMS the 8-digit unique code printed behind the label or under the crown to +91 9223492234.  Post sending the SMS, the participant will receive an SMS confirmation containing 17-digit code which would be counted as valid entry. For Tamil Nadu, the participant has to answer a question, while for other states, the consumer entries will be fed into a randomizer.

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