Hijacking the Sun Mafia: How 7UP revive(d) sun worship for success in India

This case study shows how 7UP, a hydrotonic drinks brand, engaged with a new consumer segment using a geo-fencing campaign in India.

Hijacking the Sun Mafia: How 7UP Revive(d) sun worship for success in India

Campaign Details

Brand owner: PepsicoBrand: 7upCountry: IndiaIndustry: Carbonated soft drinks

Executive Summary

Imagine this, Temperature is starting to soar to 45 degrees Centigrade. Your air conditioner isn't functioning and you are sweating heavily and worse your car breaks down.

You receive an SMS, informing you that you are losing essential minerals and salts due to sweat. Keep yourself hydrated and have a 7UP Revive to tank up. (You wonder how? But dismiss it as a coincidence).

Your car is fixed...

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