ROBIN STRATEGIC CREATIVE AGENCY, Caracas / PEPSICO VENEZUELA / 2022
Why is this work relevant for Media?
Considering how much our community has evolved towards inclusiveness, we asked: How do you order a 7up? a dilemma that put everyone up for debate in all the 7up Venezuela social media accounts, a topic highly discussed among influencers who helped 7up answer this question.
Why did the dilemma start?
Everyone deserves to feel included, valued and welcomed; no matter your looks, how you talk or how you describe yourself, YOU matter. 7up makes that clear and promotes a community without labels, indeed it removes its own, leaving aside a gender prefix, you can name 7up as as YOU wish.
Situation: In 2008, a memorable campaign was launched, one that generated a lot of controversy among how the public ordered, in Spanish, a 7up: “un” or “una”. The brand sought to reconnect with its audience, invigorate the market and become relevant again by asking once again: How do you order a 7up?
Brief: To reconnect with consumers, old ones who might recall the 2008 campaign and new ones that would probably engage with the subject in question.
Objectives: To generate a conversation around 7up, under an inclusive mindset, while repositioning the brand, generating awareness and increasing engagement.
Describe the creative idea / insights
Venezuela has a gender gap of 71.3%, a percentage that favors the male community and is clearly reflected in social, political, cultural and economic attainments, hence inequality is a fact.
Furthermore, there are millions of adjectives to describe things, and as human beings we tend to immediately look for ways to label everything. 7up broke new ground for its own tag by encouraging its community to choose between the spanish prefix “un” or “una”, ending up with one clear message: name it as you wish. No labels.
Describe the strategy
Target: The “how do you order a 7up?” campaign focused on the public that was already familiar with the brand, the community that had previously interacted with the dilemma generated in the original 2008 commercial, as well as men and women between 18 and 45 years of age located throughout the Venezuelan territory.
Media planning: to generate engagement with our community, debates were held between influencers on IGTV, while making the dilemma well known on Twitter - an ideal stand-alone discussion platform - with the goal of having an open conversation with all our community. Also, in order to have a greater reach in various digital media platforms, publications were amplified through Instagram, Facebook and YouTube. Concluding the campaign with an advertising spot to communicate the final position of the brand in regards to this great dilema.
Approach: Call it however you want. 7up promotes a world with no labels.
Describe the execution
Implementation: The campaign was implemented from July to November 2021, starting with the question “How do you order a 7up?” and finalizing with one clear message: Call it however you want!.
Media channels and integration: The brand's digital platforms (IG, FB, TW and YT) as well as radio and POS implementations.
Timeline: The brief was received in May, and June was the month of creative planning. In July we launched an intrigue campaign and by July 12 we revealed the big question: How do you order a 7up? It wasn’t until September that we revealed the creative concept: “Call it however you want!”, which concluded in a commercial released in November.
Scale: We seeked to generate a greater reach and connection with our community by spreading a strong message that today lives within our society, a message of inclusiveness, of no labels, that celebrates the uniqueness of each individual.
List the results
Action: The campaign reached 3.5M consumers in total, representing more than 90% of the brand's reach for a year by achieving 30k interactions, more than 7.3k new followers and +115k views on YouTube.
Outcomes: 7Up proved firsthand that labels don't matter, it makes no difference how you call it, the flavor and refreshing lifestyle will always remain the same. This campaign sought to "educate" the Venezuelan society on the topic of inclusion; until then there had been a constant silence on the part of Venezuelan brands regarding this subject. 7up wants to be part of this conversation, conveying a clear, accurate, close and visual message that resonates throughout 7up’s community.
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