Tag: Soft drinks

London, United Kingdom – Popular soft drink brand 7UP has revealed its latest campaign ‘Level Up With 7UP’, a new global platform dedicated to those who are looking to elevate their social occasions. Drawing on popular insights and online trends, the soft drink brand recognises that both Gen Z and Millennials are more open when it comes to experimenting with food and drink options like never before. 

7UP is celebrating this creative expression, reiterating its role within social occasions by cementing itself as the go-to drink for crafting refreshing mixes to round out any gathering – becoming the perfect partner for the next wave of social enjoyment.

To celebrate, 7UP has released a short film that features friends turning up the fun by mixing 7UP in their own creative ways, showcasing their excitement and curiosity about their new concoctions. It captures how the playful experimentation with 7UP effortlessly elevates the good vibes.

For the brand, whether it’s getting together for a fun beach day, birthday celebrations or heading to a house party with friends, the soft drink brand provides the perfect base to every serve, bringing delicious flavour, fizz, and an extra splash of zest to your drinking experience. 

The new campaign also forms part of the wider #LEVELUPWITH7UP platform that has been rolled out across various regions worldwide – solidifying 7UP as a versatile plus-one to any gathering.

Moreover, 7UP will also launch a new influencer content series aimed at making it easier than ever to create and enjoy delicious mixed drinks. This vibrant campaign is specifically designed to guide Gen Zs and Millennials through the steps of how to level up with 7UP. Creators will incorporate 7UP into much-loved beverages, demonstrating how simple it can be to enhance the taste whilst putting a unique spin on your drink of choice.

Eric Melis, vice global of brand marketing at 7UP, said, “We’re excited to launch our new 7UP mixology campaign, designed to show how adding 7UP to your social occasions can elevate unforgettable moments. With countless ways to enjoy 7UP, this campaign highlights all the different mixes consumers can create. Whether you’re sipping on a mocktail spritz, using it as your chosen mixer or enjoying it straight from the can, 7UP provides the perfect blend of flavour and fizz, creating a refreshing experience that’s ideal for any moment spent with friends.”

New York, USA – Popular soft drinks brand Pepsi has announced a new logo and visual identity for the brand, taking cues from its old branding encompassing its 125-year history. The new changes are part of the brand’s 125th anniversary, and will take effect first in North America later this year, and globally in 2024.

The new visual identity will also introduce an updated colour palette that uses electric blue and black to bring contrast, vibrancy, and a contemporary edge to the classic Pepsi colour scheme. Given the brand’s continued focus on Pepsi Zero Sugar, the design brings in the colour black, further showing the brand’s commitment to Pepsi Zero Sugar in the future.

Moreover, a modern, custom typeface will be used as well that reflects the brand’s confidence and unapologetic mindset; as well as a revamped signature Pepsi pulse evokes the ‘ripple, pop and fizz’ of Pepsi-Cola with movement.

The new design evolves the Pepsi brand to represent its most unapologetic and enjoyable qualities, and will span across all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion and dining.

Mauro Porcini, SVP and chief design officer of PepsiCo, said that their direction for designing brands is around telling a compelling and holistic story, adding that Pepsi is a shining example of a brand that has consistently reinvented itself over 125 years to remain a part of pop culture and a part of people’s lives.

“We designed the new brand identity to connect future generations with our brand’s heritage, marrying distinction from our history with contemporary elements to signal our bold vision for what’s to come,” Porcini said.

Meanwhile, Todd Kaplan, chief marketing officer at Pepsi, commented that the new visual system brings out the best of the Pepsi brand’s rich heritage, while taking a giant leap forward to set it up for success in an increasingly digital world.

“Pepsi is an iconic brand that is constantly evolving with the times, as it has been a staple in pop culture and disrupted the category for the past 125 years. We couldn’t be more excited to begin a new era for Pepsi, as this exciting new and modern look will drive brand distinction to show up bigger and bolder and help people find new ways to unapologetically enjoy the things they love,” Kaplan said.

Singapore – Popular soft drink brand Coca-Cola has recently released its limited edition collaboration with American music producer Marshmello, and is now available in select Southeast Asian countries namely Singapore, Malaysia, Thailand, and the Philippines. 

The Marshmello’s Limited Edition Coca Cola is a fusion of the artist’s favourite flavours: strawberry, and watermelon, mixed with the original Coca-Cola taste. Fans can also scan the QR code on the can to be transported to the Coca-Cola Creations online hub via coca-cola.com/creations, where several different digital experiences can be enjoyed. 

Speaking on the collaboration, Marshmello said, “It was great to collaborate with Coca-Cola on this limited-edition drop. We created a vibey blend of my favourite flavours in this all-new mix. I think it tastes amazing and I hope fans love it too.”

Meanwhile, Teejae Sonza, marketing director for Trademark Coca Cola of the Coca-Cola ASEAN & South Pacific, commented, “Music – just like Coca-Cola – has such an amazing power in connecting communities and creating opportunities for shared experiences.”

She added, “For this second Coca-Cola Creations drop we are doing here in ASEAN and South Pacific, we sought to add an unexpected remix of flavours to a great Coca-Cola taste, and Marshmello is the perfect collaborator. It is an exciting step for our brand to introduce Marshmello’s Limited Edition Coca-Cola and invite fans to immerse themselves in Mello’s world.”

Collectible slim cans with striking black and white visuals in the limited edition cans pay homage to the artist’s signature aesthetic, as well as dripped Spencerian script, melding the brands together into a smooth and satisfying vibe. Coca-Cola partnered with creative agency Forpeople on the packaging design.

Manila, Philippines – If there is one thing that Filipinos also anticipate come the Yuletide season, it would be the roll-out of annual film festivals. These year-end film festivals usually create loud buzz as a fixture that celebrates the diversity of Filipino cinematography, and in the spirit of this along Christmas festivities, soft drink brand Pepsi in the Philippines has teamed up with creative agency BBDO Guerrero to release its newest campaign, ‘Pepsi Hit Sa Sarap Christmas Blockbusters’, an ode to the genres that define Philippine cinema. 

The campaign comprises three short digital films, which all use the same dialogue but each with a different theme, which all ends on how a pairing of Pepsi makes the Filipino ‘noche buena’ tastier. 

The first film ‘Familia Noche Buena’ (The Family Dinner) is a short creative take on a dramatic holiday get together. Meanwhile, ‘May Kumagat sa Dilim’ (Something Bites in the Dark) puts a supernatural Pinoy spin on the table, and lastly ‘Eats Sarap 2B With U Again’ (Eats Good 2B with U Again) takes on a slapstick comedy for a cheeky session with friends.

Speaking about the campaign execution, Mikey Rosales, marketing director at PepsiCo Philippines, said, “Pepsi wanted to create something different this year. While most of us are celebrating another Christmas at home, we also know that get-togethers might not always be cheerful – it can be dramatic at times – but together with Pepsi, there’s always some fun to be found in the sharing, the bonding, and of course, a tall glass of Pepsi.”

All of the films feature local Pepsi endorsers and influencers: YouTube content creator Pam Swing, Filipino basketball player Ricci Rivero and Internet sensation Mimiyuhh, alongside longtime endorsers and seasoned actors, Kathryn Bernardo and Daniel Padilla.

Meanwhile, David Guerrero, chairman at BBDO Guerrero, commented, “What’s great about this is that we brought the spirit of Filipino film festivals into the audience’s homes. A light-hearted reminder of what we used to enjoy outside, and put a spin on it to spread good vibes and cheer to families and friends celebrating the yuletide seasons in their homes.”

Manila, Philippines – Filipinos have long been known to repurpose things, including the commonly-practiced repurposing old ice cream tubs as tupperwares to store various items, including food items. This has led to hilarious instances where one would assume that the ice cream tub contains ice cream, but in fact contains other food items.

Such quirky part of the modern Filipino culture has led soft drink brand Pepsi in the Philippines to launch a new campaign called ‘tubAWARE’ which advocates against being shortchanged to whatever they want to consume or buy for themselves.

The campaign, created by creative agency BBDO Guerrero, stemmed from a scene in a prior Pepsi Philippine video commercial that showed various instances of being faced with shortchanges, such as small dresses, a low-class luxury bag, or a cold bowl of soup.

In the said video campaign, Pepsi shows that their product ‘Pepsi Go’ has extra 30mL on their bottle for added value for their customers.

Through the ‘tubAWARE’ campaign, online users can play around with customizing a digital ice-cream tub by uploading their food photos to the site, and add quirky lines to avoid the tub being assumed to have ice cream inside.

“It started out as a scene in the video. But it resonated so well we decided to give people the tools to create the customizable labels that would stop the feeling of being shortchanged” says David Guerrero, creative chairman at BBDO Guerrero.

Since its launch, tubAWARE’s announcement earned organic engagement roughly 30% higher than the average post, with more and more people sharing it on Facebook, Twitter, TikTok and other social media platforms.

Clicks to the website have been 9 times more effective at 1.8% clickthrough rate (CTR) compared to the usual 0.2%, while a visit lasted 300% longer than the average showing, like the product, just how much of a hit this idea is proving to be.

“Pepsi is not here to tell you off. Instead, we’re here to turn those frustrations into fun,” shares Gutzee Segura, CSD marketing manager at Pepsi Philippines. She added that Pepsi wants to make its connection to the younger audience stronger and having executions that are relevant to their truths can help make the brand more relatable to this emerging audience.

Pepsi Philippines has succeeded in the past in tapping with the younger audience with their product. Just recently, they launched an augmented reality (AR) campaign where they encouraged online users to use their limited Pepsi X BLACKPINK cans to be transformed digitally as lightsticks.