ATL CAMPAIGNS
MIRINDA'S TVC TO ANNOUNCE A CONSUMER PROMO: This TVC announced Mirinda's consumer cash-back program: Every consumer who purchased the product during the campaign period could obtain a cash voucher linked to a digital wallet. The campaign had a 4.7% redemption rate and was instrumental in helping the brand deliver a 107% annual target achievement.
7up's POST - COVID REVIVAL CAMPAIGN This campaign capitalized on the post-COVID trend of in-home consumption of larger family packs to regain brand momentum. As a result, the mix of the focus pack to the overall business increased by 11%, enabling the overall portfolio to come back to positive momentum.
7up's THEMATIC "THINK FRESH" CAMPAIGN: This campaign highlighted the ability to "Think Fresh", a key brand attribute/benefit associated with 7up's consumption. It also involved bringing Fido, 7up's historic brand icon, to the limelight.
7up's FESTIVE CAMPAIGN IN EAST INDIA: This campaign 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", and is celebrated with heightened fervour and passion.
7up's FESTIVE CAMPAIGN IN WEST INDIA: This campaign 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).
7up INSTAGRAM MARKETING: LEVERAGING KEY MOMENTS TO DRIVE ENGAGEMENT By leveraging festive occasions, micro-influencers, and culturally relevant moments, 7up revamped its social media presence. (Especially on Instagram) 7up's Instagram followers grew by 133% in a year.
MIRINDA BARTER CAMPAIGN: NEWSPAPER INVESTMENT FUNDED COMPLETED BY EXTERNAL PARTNER
7UP OUT OF HOME (OOH) CAMPAIGN IN EAST INDIA TO ACCOMPANY FESTIVE ACTIVATIONS Durga Puja (Pujo) is the biggest East-Indian Festival. An extensive outdoor campaign was done to accompany the festive-packaging limited time offerings (LTOs) and trade engagement programs.
