PACKAGING INNOVATIONS
7up's PACKAGING REFRESH TO DRIVE BRAND EQUITY: Stemming from consumer feedback to get a more "youthful" and "refreshing" brand back, the brand team worked with the insights and internal design teams to develop a new packaging. This leveraged a transparent packaging sheet. (i.e., with these labels, the inside of the product can also be seen, and the design incorporates that). A refreshing yellow hue has also been used to support the transition. Refreshment and youth equity scores increased by +7 and +4 respectively following the launch of the new packaging.
MIRINDA'S PACKAGING CHANGE TO ANNOUNCE A PROMOTIONAL CAMPAIGN: This new packaging announced Mirinda's cashback campaign (where consumers could get a cash voucher for each bottle purchased). The packaging aimed to ensure a bright call out on shelves, and create a distinct point of difference from the competition. The campaign had a 4.7% redemption rate and was instrumental in helping the brand deliver a 107% annual target achievement.
7up's FESTIVE PACK FOR EAST INDIA: This packaging was part of a festive-activation program in East India, a strong market for 7up. The festival in context is Durga Puja, or simply "Pujo", celebrated with heightened fervour and passion.
7up's FESTIVE PACK FOR WEST INDIA: This packaging was part of a festive-activation program in West India, a low-share market for 7up. The festival in context is Navratri, where people celebrate the rise of good over evil and dance through the night in huge numbers (in dances called Dandiya and Garba).
COVERAGE BY LOCAL NEWSPAPERS: Several local newspapers in East and West India covered 7up's campaign of the festive packs: Pujo in East India and Navratri in West India.
7up's RAMADAN PACKS FOR BANGLADESH: To build on the sentiment of Ramadan and leverage the seasonality blip, special Ramadan packs were made for Bangladesh. This was in collaboration with the internal design team.
