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7Up ups the ‘Lemon Refreshment’ quotient

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7Up ups the ‘Lemon Refreshment’ quotient

7Up, the natural lemon flavoured beverage from PepsiCo India, has introduced a new thematic campaign for 2010, which expands on the theme of ‘Lemon refreshment’ and carries forward the core ‘fresh and cool’ feel of the brand. A new TVC, conceptualised by BBDO India, has been unveiled as part of the campaign. The TVC has been produced by Cutting Edge Productions.

The film communicates the sensorial refreshment that 7Up gives to a couple who is getting bored in a cafeteria. The TVC will go on air in the first week of February.

Alpana Titus, Executive VP - Flavours, PepsiCo India, said, “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 that we had 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.”

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 said to be 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.

On the creative thought process, Manoj Deb, Executive Creative Director, BBDO India, said, “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 the OOH medium, we created water splashes in the shape of lemon slices, which made them visually delightful. Such a look is distinctly different from what others have attempted in the category.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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