2012, APRIL 2012, MAGAZINE SPECIAL 2012, MAGAZINE SPECIAL 2012, MEDIA, PMMAO 2012, PRINT, PUBLISHERS' PERSPECTIVE, SPECIALS

7UP goes for a new packaging, positioning

0 83

Having failed to make an impression with ‘Gussa Hatao, Chill Machao’, PepsiCo’s lemon flavoured drink, 7UP and sub-brand Nimbooz has got a new positioning – ‘Dil Bole I Feel Up’ .

The new positioning, according to the company imbibes the “undying UPtimism and positive attitude” of Indians.

Speaking on the new positioning, Ruchira Jaitly, Executive Vice President – Marketing, Beverages (Flavours), PepsiCo India, said, “We Indians are unputdownable and our optimism or UPtimism helps us stay motivated in any situation. At 7UP, we salute that with our new positioning.”

As a part of the new positioning, the brand has also unveiled a new packaging bor both 7UP and Nimbooz.

The TVC with the new positioning and featuring, brand ambassador, Sharman Joshi, is expected to go on air, later this month. Conceptualised by 7UP’s creative partner, BBDO, the ad film features a dance-off between Joshi and a penguin. Shot in Australia, the TVC is choreographed by Hollywood choreographer, Simon Lind of Happy Feet 2 fame.

As a part of on-ground activation, 7UP has roped in dance realty show (Ungalil Yaar Adutha Prabhudeva) winner, Sherif from Tamil Nadu. Sherif will travel to 11 Indian cities, from Chennai to Chandigarh, “to bottle reasons that make people feel UPtimistic and positive. He will make Indians dance along and ask what makes them feel UP; and in the process spread the cheer all around,” an official communique said.

About the author / 

Neeta Nair

Leave a reply

You must be logged in to post a comment.

Brand News

Categories

exchange4media conclave Mumbai 2017