PepsiCo's lemon-lime beverage 7UP is bringing snow, delivering refreshment that cuts through the heat, to some of the hottest cities across South Asia and the Middle East.
The heat and 7UP's commitment as the 'Super Duper Refresher' has fuelled its '7 Days of Super Duper Summer' campaign running from July 14 to 20, which features CGI videos transporting hot urban locations - like rooftops in Dubai, streets in Cairo, and landmarks in India - to a snow-filled oasis. The snow effect appears when someone opens a can of 7UP, showing the drink's cooling appeal.
The campaign leverages digital influencers across cities in South Asia and the Middle East, who joined by posting surreal snow-filled scenes while enjoying the zesty drink.
According to research commissioned by 7UP, 81 per cent of Indian consumers said that daily tasks take longer in high temperatures. Around 79 per cent of Indians and two-thirds of people across other hot-weather regions said they would prefer being covered in snow on a hot day.
"7UP has always been about creating refreshing moments that delight the senses, through flavour, sound, and now, visuals," said Shailja Joshi, Category Lead, Cola and Flavours, PepsiCo India.
"With this activation, we have flipped the script on summer by turning India's hottest cities into playful, snow-filled escapes. It's imaginative, spontaneous, and joyful, everything 7UP stands for."
Salman Butt, Global Senior Marketing Director at 7UP, added, "The physical impact of extreme heat on our bodies cannot be underestimated, but sometimes a refreshing break is all we need to get back to normal. Whether it's a moment to reset during a busy day or a way to cool yourself down, 7UP delivers the ultimate, Super Duper Refresher."
In a post on Instagram, 7UP wrote, "One burst of refreshment, and suddenly, it's snowing in July. The world didn't just cool down. It got super duper refreshed."
The campaign was a hit on the internet, and it will culminate in a final brand montage reel posted globally on 20 July, showcasing all seven days of snow, all seven cities, and one clear message: 7UP didn't just show up this summer, it snowed up.
The initiative follows 7UP's recent launch of its sonic identity, with a new MOGO (musical logo), developed with emotion-mapping technology, reinforcing its identity as the go-to refresher through both sound and sight.
Head to 7UP's socials to see how it is refreshing people across the world with its crisp taste, bringing the invigorating feeling of fresh snow to the sweaty summer heat at its Instagram handle, 7UPindia.
