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7Up ICE drives home Icy-cool proposition through retail innovation

21-July-2005
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7Up ICE drives home Icy-cool proposition through retail innovation

7UP ICE, the new mint-based soft drink from 7UP, challenged Chennai’s heat in the form of ‘ice and snow’ covered retail outlets at four prominent locations in the city. Capturing the imagination of retailers and shoppers alike, the brand’s proposition of Icy-cool was driven home through this innovative first.

Driving this proposition further are a set of road shows being held across all cities where Radio Mirchi is present, contrasting Mirchi’s ‘hot’ proposition with the soft drink’s ‘really cold’ offering.

On the concept of 7UP ICE shops, Venkat Shankar, Executive Director - South, PepsiCo, said, “The 7UP ICE shop concept celebrates 7UP’s innovative marketing edge to provide a captivating experience full of thrill, intrigue and freshness extraordinaire. The shops have been extremely successful in portraying the imagery of 7UP ICE in the most sensational way.”

The ice-capped shops were an attempt, according to the spokesperson, to drive home the proposition of 7UP ICE being a chilling and refreshing experience for consumers. The breakthrough in product innovation was that it combined the cooling effect of mint and the freshness of lime to create a unique mint-based soft drink, said a company release.

At the retail outlets, a fabricated unit made of Plaster of Paris was topped by dry ice, with a snow flake machine to add the misty effect. Shopkeepers weren’t spared either, and for a short while they had to actually don woollens to match the snow-clad top that adorned their outlets. Free sampling of the new soft drink brand was done at all four outlets.

At each of the high-visibility outlets, there were an estimated 200 walk-ins for a three-hour activity session. In the case of the Besant Nagar outlet, this number is estimated to be significantly higher. The visibility, of course, would be considerably higher given that each of the locations chosen had prime frontage – Anna Salai, Royapettah, Nungambakkam and Besant Nagar.

One of the product’s propositions is that it can be an ideal accompaniment to hot and spicy food. Perhaps in tune with this, the brand has been promoted in a tie-up – Fire n Ice – with Radio Mirchi in all the cities the radio channel has a presence.

Road shows are on currently, and are expected to run for a week. This is also being advertised through a television spot featuring its popular brand mascot – Fido Dido. In the first week of its launch, 7UP ICE also co-starred on Radio Mirchi’s Channel ID.

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