7UP, the clear lime brand of PepsiCo India, debuts ‘Curvy’, its curvaceous new packaging that is a perfect mix of style, convenience and boasts of the smoothest of curves. The power packed launch saw the curvaceous Mallika Sherawat unveiling the new packaging of 7UP. The launch was complete with a stylised fashion show that celebrated the beauty of curves. 7UP’s new ‘Curvy’ bottle launch reiterates the brand’s focus on innovation and serves to increase differentiation in the category.
Designed for the youth, 7UP’s new ‘Curvy’ bottle is a style statement in itself that enhances user experience and builds brand imagery. Said Punita Lal, Executive Director, Marketing, Pepsi Foods Pvt Ltd, “We are pleased to present the new 7UP ‘Curvy’ bottle, which spells style, aesthetics and differentiation. A unique, packaging solution with stylish contours, 7UP ‘Curvy’ is unlike anything we have seen so far in India. We are positive that the cool new 7UP ‘Curvy’ bottle will enhance consumer connect with the youth.”
Promoting the new packaging is 7UP’s extremely popular brand mascot, Fido Dido, who has been equally involved in the launch of 7UP’s ‘Curvy’ bottle. The new bottles will feature Fido’s witty mantras that reiterate the brand’s promise of ‘Andaaz sabse cool’. The stylish new PET packs will be available in 600 ml, priced at Rs 20. A first, 7UP’s ‘Curvy’ will have a unique translucent sleeve with seven different labels with Fido’s unique mantras.
The new pack will be rolled out in all key metros and select markets. The launch is being supported by an aggressive 360-degree activation through innovative outdoor such as live
hoardings, radio, television, web and wireless as well as modern and traditional trade. The launch will also introduce one-of-its kind teaser outdoors, which will lead to a dramatic revelation of the new look. Innovation seems to be the buzzword for 7UP as the outdoor advertising includes Lenticular signages that show Sherawat morphing into the curvy bottle.
Keeping in tune with the buzz surrounding the launch is the exciting new Mallika MMS campaign. This is the first time that the TVC will be featured first through MMS and then aired on television. The MMS campaign is supported by a contest through which 50 lucky winners will get to meet Sherawat.
The TVC, created by JWT and directed by Prahlad Kakkar, went on air on April 15. It features Sherawat playing the role of a princess who wishes to be more beautiful, curvy and the coolest of them all. To her amazement, her wishes are granted by none another than Fido Dido, who snaps his fingers and turns her into the 7UP ‘Curvy’ bottle.
Said JWT’s Senior Vice President, Rohit Ohri, “The brief given to us was to find a brand ambassador for the launch of the 7UP bottle. To launch the curvy bottle we looked for the most appropriate brand ambassador, and who could be more curvy than Mallika Sherawat.”
“It is a great honour for me to be 7UP’s brand ambassador and unveil the brand new 7UP ‘Curvy’ bottle. I am positive that the new curvaceous look will be a rage with the youth. I am also certain the exciting new 7UP ‘Curvy’ TVC will be much appreciated. I, personally, had a wonderful experience shooting for the commercial and I hope all 7UP fans love it,” said Sherawat.