7UP
Photo from facebook.com/7up
7UP CASE STUDY
GOAL:
Rebrand 7Up to younger demos. Generate social media buzz, increase awareness around 7Up's new campaign.
WHAT WE DID:
Advised on EDM (Electronic Dance Music) strategy.
Secured Tiesto as superstar talent for commercial, festivals and event appearances.
Secured 7Up sponsorship and positioning in key EDM festivals around the country including Ultra and Electric Daisy Carnival for its #7X7Up campaign.
Helped develop a Bubbling Up platform to spotlight new EDM talent.
Photo from facebook.com/7up
OUTCOME:
7UP Awarded EDM Brand of the Year by That Drop.
Success with fans in social media engagement with millions of impressions.
Positive media coverage, including this excerpt by writer Matt Owen:
“However, by concentrating wholeheartedly on the positive and making sure the conversation and selection of aligned artists are credible, 7Up has made big inroads with the millennial audience that populates the scene, and particularly the US Hispanic user base, traditionally a market that has not been highly engaged with the brand’s advertising. There’s plenty of work to be done, but this is an excellent example of a brand expanding market share with a younger audience, and others could learn lessons from the openness and honesty employed here.”