7UP is showcasing its versatility as a key ingredient for alcohol-free drinks recipes through a global brand platform and ad campaign.
The campaign, "Level up with 7UP" by VaynerMedia EMEA, is made up of a hero film and influencer-created content on social media, while the brand platform of the same name was made by PR agency Pangolin.
The Keurig Dr Pepper-owned soft drink brand said the campaign and brand platform are designed to inspire those looking to “elevate their social occasions” and help solidify it as a versatile drink.
The 30-second spot depicts various sets of friends mixing 7UP into their non-alcoholic drinks.
It begins with an ice bucket filled with bottles of the lemon-and-lime-flavoured soft drink. A hand grabs one of the bottles and passes it to another person who opens it to an intense fizzing sound, before the camera spins as the person adds the drink to a jug as a voiceover asks: “Mixing it up?”
The shot spins again as the voiceover then asks: “Lime, anyone?” as someone squeezes a wedge of lime into their jug.
Two further, similar scenes follow before the camera returns to the first location and the voiceover says: “Level up the flavour, level up the vibes” as a smiling person sips a 7UP-based mocktail.
The film is live on 7UP’s social media platforms and will be shown on TV in the UK.
It was produced by Wenneker Amsterdam alongside the PepsiCo in-house design team.
The influencer-led content series will feature talent from the UK, Mexico and Vietnam, who will tap into current trends to help spotlight just how easy it is to get creative and experiment with zesty mocktails and mixes at home.
The content is set to go live “in the coming weeks”, and social media users will be encouraged to share their drink recipe suggestions using the hashtag #LevelUpwith7UP on TikTok and Instagram.
7UP said it is aiming to target Gen Z through the social media element of the campaign.
The campaign and brand platform will be rolled out across the UK, Egypt, India, Mexico, Portugal, Thailand and Vietnam. 7UP said it is tapping into the trend of alcohol-free drinks recipes being created by Gen Z.
Eric Melis, vice-president, global brand marketing for 7UP, said: "We’re excited to launch our 7UP mixology campaign, designed to show how adding 7UP to your social occasions can elevate unforgettable moments. 7UP provides the perfect blend of flavour and fizz, creating a refreshing experience that's ideal for any moment spent with friends."
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