7Up Redefined
Theodora Berenson
Campaign details
Brand owner: Dr Pepper Snapple GroupLead agency: InitiativeBudget: 10 - 20 millionCountry: United StatesIndustry: Non-alcoholic, soft drinksMedia: Content marketing, Events and experiential, Internet - display, Internet - microsites, Internet - search, Mobile and apps, Online video, Outdoor, out-of-home, Radio, Social media, Sponsorship - event, property, Television
Executive summary
This case study shows how 7Up, a sparkling lemon-lime drink brand, grew their sales and brand relevance amongst young Hispanics in the United States by aligning the brand with electronic dance music. 7UP set out...