Fully Knitted 7up Bus Tours Streets of London
7up Free celebrates a new global look and fee with a revamped classic Routemaster bus – knitted inside and out
7up, the iconic lemon-lime soda, has undergone a revamp with a brand new visual identity and global campaign all centered around the idea that “it feels good to be you”.
The campaign seeks to celebrate uniqueness by aligning the PepsiCo-owned brand not with celebrities but with individuals who are ‘truly original everyday personalities.” The first television ad features Magda Sayeg, also known as the Urban Knitter, who takes to the streets with her knitting needles and giant balls of yarn to bring color to an empty square. Sayeg has also knitted a winter sweater for a London Routemaster bus, which will be travelling across the city as a visual testament to 7up’s new identity of promoting originality.
“7up believes that everyone is naturally unique and original – and they should be able to bring out their originality to keep the world fresh and diverse,” Kristin Patrick, SVP, Chief Marketing Officer, PepsiCo Global Beverage Brands said in a statement.
There is an amazing correlation between our consumers, our product and our brand. From the exciting new visual identity, to the clear, crisp taste that can only be 7up, our brand is as unique as the people who drink it. And it’s this uniqueness that the new campaign celebrates as 7up becomes a companion to originals around the world and provides a genuine platform to share their diversity of interests.
Beyond the advertising campaign and clothing a Routemaster, the brand will also be getting an updated logo design and packaging, and will push the identity across multiple channels in 140 countries. The hashtag #feelsgoodtobeyou is being employed across social media, with plans to continue the movement of originality “energized by 7up” into the new year across print and digital platforms.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.