7Up: Shoo summer away

7UP, a soft drink brand, launched a campaign in Vietnam to increase category sales in summer and gain consumer preference during the COVID-19 pandemic.

Campaign details

Brand: 7UpBrand owner: Suntory PepsiCo Vietnam BeverageLead agency: Mindshare VietnamCountry: VietnamIndustries: Carbonated soft drinksMedia channels: Mobile & apps , Sales promotionBudget: Up to 500k

Executive summary

The scorching summer of Vietnam can fry anybody like an egg, sunny side up.

Soft drinks are often a respite to cool oneself down. People just drop into their nearest store and pick up a drink. However, 2020 was not an ordinary year. Inspite of the situation being under control in Vietnam, due to pandemic related panic, footfall driven...

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