7UP, which launched its ‘curvy’ bottle with the ‘Mallika in a Bottle’ campaign, has now launched its under-the-crown (UTC) consumer initiative. The initiative, which will commence from May 20, 2006, will see 140 winners from select markets across North India getting a chance to meet 7UP’s brand ambassador Mallika Sherawat.
Commenting on 7UP’s new initiative, Pratik Pota, Executive Vice-President – Marketing, Flavours, PepsiCo India, said, “It has always been our endeavour to provide innovative and fun filled experiences that are cool and exciting for today’s youth. We are positive that the ‘Mallika in a Bottle’ promotion will help enhance the brand’s connect with 7UP fans across North India.”
He added that in order to participate, the consumer had to purchase a 7UP 200 ml or a 300 ml bottle and look under the bottle crown for various prizes. Then they need to do dial the helpline number mentioned on the crown and get 7UP goodies like Fido branded merchandise such as T-shirts, hats and sling bags. The bumper prize is the opportunity to meet Bollywood actress Mallika Sherawat.
Pota further said that the promotion, running in select cities in Uttar Pradesh, Uttaranchal, Jammu, Madhya Pradesh, Haryana, Rajasthan and Delhi, was supported by a 360-degree activation plan comprising television, radio and outdoor. The promotion will be supported by a 20 second television commercial, which will be on air from May 20, 2006.
“The promotions follow the successful launch of 7UP’s highly innovative 7UP ‘Curvy’ packaging that spells style, aesthetics and differentiation. The curvaceous new packaging is a perfect mix of style, convenience and boasts of the smoothest of curves. 7UP’s new ‘Curvy’ bottle reiterates 7UP’s innovation focus and serves to increase differentiation in the category,” Pota added.