`~Brand’s new
campaign shows how life’s unexpected googlies can be dealt with by thinking
fresh~
Life has a way of
throwing googlies at us beyond our control, and often when we least expect it.
Confusion takes center stage when one is faced with such googlies. 7UP, the
refreshing clear drink with lemon flavour and the brand mascot Fido Dido are
all to set to chase this confusion away with a new take on how to deal with
life’s googlies.
In true 7UP style,
the new THINK FRESH campaign encourages consumers to control their response to
life’s googlies and face them head on. Fido Dido, the witty, wriggly-haired
mascot known for his quirky, fun attitude is also back to reiterate 7UP’s THINK
FRESH proposition on screen.
The brand’s new TVC shows a young couple is chilling clicking romantic
selfies at a beach. Suddenly, life throws an unexpected googly at the couple
when the guy notices a familiar face strolling down the beach - an uncle from
his neighborhood. 7UP and Fido Dido come to the couple’s rescue as the uncle
gets set to click and broadcast an image of the couple. A quick picture of the
uncle with a young jogger solve the problem and turn the situation to the
couple’s advantage.
Speaking about the new campaign, Nobel
Dhingra, Director
Flavors (7UP and Mirinda) and Area 3 Countries, PepsiCo India, said “7UP as a brand has always
encouraged consumers to be their cool and optimistic self. The Think Fresh
campaign builds on this belief and reiterates that even the most complicated
situations in life can be easily dealt with if one adds freshness and optimism
into the mix. We are confident the new campaign will encourage consumers to
Think Fresh and turn any tricky situation to their advantage”
Talking about the TVC, Ashutosh
Sawhney, Managing Partner & Head, DDB Mudra North and Vishnu Srivatsav,
Creative Head, DDB Mudra, said, “VUCA is today’s new normal and it even
percolates down to slices of our lives. Consumers across the board have
resonated with this reality. 7UP, with its refreshing flavour, attempts to
enable its consumers to think fresh, thereby turning their life’s little
googlies into advantageous situations. The new campaign illustrates this in the
most un-mistakably 7UP way by bringing the iconic Fido Dido back and keeping
the brand’s tonalityrefreshing , just like the great taste of 7UP. ”
7UP will also roll out a 360-degree marketing plan post the launch of
the TVC which will include outdoor and digital surround.
Agency credits
National Creative Director: Rahul Mathew
Creative Head: Vishnu Srivatsav
Creative Director:Sooraj R. Pillai,
Anu Gulati
National Strategy Head: Amit Kekre
Planning Team:PhalgunPolam,
Atyukti Pachauri
Managing Partner & North Head: Ashutosh Sawhney
Account Management Team: Daksh Sood,
Abhishek Walia, Maitree Anil Lonare, Anushka Varma
No comments:
Post a Comment