7UP
7UP cracked Gen Z’s code with trend-driven content and Google’s VVC 2.0, Performance Max, and YouTube Shorts. It personalized creative across music, drama, and comedy, integrating into cultural conversations via trendjacking. The campaign reached 14.9M+, lifted ad recall by 21.8%, and boosted evening share by 3%.
A bold move that reshaped behavior and earned us a finalist spot at the Google Agency Excellence Awards.
7UP DRIVES 62% TRIAL TO REPEAT & 99% POSITIVE SENTIMENT THROUGH STRAWBERRY LEMONADE 2023 CAMPAIGN
Challenge:
Revive and amplify the impact of 7UP Strawberry Lemonade, competing against Sprite Mint, which was gaining market share at that time. Our goal was to maintain the initial success of 7UP Strawberry Lemonade 2022 to regain a strong market position through a fully-loaded digital and TV campaign.
Approach:
Taking on the challenge head-on, we strategically optimized our campaign for the 18-34 age demographic—individuals actively exploring diverse beverage flavors beyond the ordinary. By understanding our bulls-eye audience, we not only achieved outstanding VTR at a reduced digital cost but also adapted our strategy to cater to their shorter attention spans, using shorter content pieces.
In tandem with our standard copy, we were the first in Pakistan to use an automated approach to hyper target the younger demo. We strategically placed personalized versions of the content on the top 500 trending YouTube videos in Pakistan. Adapting our content weekly to resonate with the ever-changing trends of Gen Z, this groundbreaking strategy, leveraging Google’s “trendjacking” product, was aimed to significantly enhance ad-recall and foster stronger connections with our audience.
Complementing our digital strategy, we orchestrated a high-impact TV launch with a substantial roadblock across 21 channels. This holistic approach ensured that 7UP Strawberry Lemonade creates an impact on both digital and TV.
