Lemon-lime category had been decreasing its participation in the CDS category in Latam, due to the lack of a clear role and relevance for its core target, Millennials. }
Moreover, 7Up was struggling with differentiation vs its main competitor, Sprite.
To build consistency, which would help the brand improve these indicators, we worked on an equity campaign for the key markets in Latam under “Stay Fresh”, 7Up’s creative umbrella for the last 3 years.
This brand statement works on both a functional and emotional level, bringing forward the key attributes of the product but also the brand’s point of view.
The film, which claims “Friends refresh us 24/7”, is anchored in a simple insight for Millennials: moments with friends are what reset them from the hectic lives they live.
And shows something that happens in these moments, when something is good, friends make it even better. Lastly, we made use of one of Social Media’s biggest trends, the “Oh No” audio that goes along with content in different platforms.
This is usually used for videos in which something negative is about to happen.
So we decided to turn it all the way around to describe all the positive things that happen when we get together with friends and see things from a 7Up point of view, which is uplifting and optimist.
This way, we associated our brand to something known and used by our core target, to gain relevance and deliver our key message in a clever way.
The commercial was well received by the audience, performing above average in the main success indicators, especially in the passing of our two key messages which anchored on the functional and emotional attributes of the product: 7Up refreshes (85%) and “7Upis made to enjoy in the company of friends” (72%).
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