7UP – Show me the case

Campaign Diaries

Mexico

The Era of MORE: Why Alcohol Lost the Table and a Pink Soda Took Its Place?

Brand: 7UP

Campaign: 7UP Pink Lemonade Launch

Source: https://infonegocios.biz/infomiami/la-era-del-mas-por-que-el-alcohol-perdio-la-mesa-y-una-gaseosa-rosa-se-sento-en-su-lugar-ensenanza-cross-category-2

Goal: To innovate and explore new occasions for consumers to enjoy beverages

Claim: More flavor, more occasions, more culture

Summary: The article discusses the declining alcohol consumption among U.S. adults and how brands within the beverage industry must pivot to offer more engaging consumer experiences. It highlights 7UP's launch of 7UP Pink Lemonade in Mexico as an example of a brand extending its reach beyond product offerings to create cultural moments surrounding beverage enjoyment.

Campaign Diaries

No Brand Diaries found.

United States

The Silent War of Lemon: Why 7UP (Two Owners) Just Divided Its Brand into Two Worlds

Brand: 7UP

Campaign: Flip the Sip

Source: https://infonegocios.biz/infomiami/la-guerra-silenciosa-del-limon-por-que-7up-dos-duenos-acaba-de-dividir-su-propia-marca-en-dos-mundos-2

Goal: Gain market share from Sprite/Starry

Claim: Lime-Lemon

Summary: The article discusses how 7UP, owned by Keurig Dr Pepper in the United States and PepsiCo worldwide, has launched rebranding efforts in 2026 that are diametrically opposed. KDP's strategy involves changing the flavor profile focus from 'Lemon-Lime' to 'Lime-Lemon' to appeal to Gen Z and Gen Alpha, while PepsiCo opts for an uplifting aesthetic. KDP's aggressive move includes altering the formula entirely across its product line without a limited edition. The context reveals a fierce competition against Sprite and Starry in the citrus segment in the U.S.

Campaign Diaries

No Brand Diaries found.

branding Gen Z Neuromarketing product rebranding

Saudi Arabia

7UP turns Saudi summer into a snowy spectacle with ‘Ice Ice Habibi’

Brand: 7UP

Campaign: Ice Ice Habibi

Source: https://campaignme.com/7up-turns-saudi-summer-into-a-snowy-spectacle-with-ice-ice-habibi/

Goal: Promote the brand's range of soft drinks

Claim: Transforms summer into a snow-covered landscape

Media: television, digital, social, online video

Summary: 7UP launched a summer campaign in Saudi Arabia featuring a local adaptation of Vanilla Ice's 'Ice Ice Baby' titled 'Ice Ice Habibi'. The campaign highlights the refreshing effect of the drinks amidst the extreme summer heat, showcasing three product variants through films starring Saudi artist Abu Hamdan. Each film integrates culturally relevant music and imagery, reinforcing 7UP's market position.

Campaign Diaries

No Brand Diaries found.

refreshment Saudi Arabia summer campaign