“Feels Good To Be You” Campaign Takes to London Streets with a New ‘Spin’ on a UK Classic
Leading soft drinks manufacturers, Britvic Soft Drinks and PepsiCo UK, are excited to announce a refreshed visual identity and global campaign for 7up Free. Rolling out in December, the multi-channel campaign #FEELSGOODTOBEYOU and rejuvenated visual identity, including logo design and packaging, builds on the brand’s authentic equity and history, while staying true to its witty, naturally confident character.
“Feels Good To Be You” is a new integrated marketing and advertising campaign that connects the brand with up and coming originals throughout the world. The campaign launched this week with a television advert and several digital vignettes which feature truly original everyday personalities who exemplify the brand. The television creative shares the story of Magda Sayeg – a woman with knitting needles and a desire to yarn the world with her colour and fresh outlook. Magda energizes a quiet square where her bright, beautiful knitted creations take over a fountain, benches, trees, bicycles, a guitar and more – with 7up Free, the aid that refreshes Magda so she can reveal her true self and flair to the world.
Bringing the campaign to life, 7up Free and Magda gave another original a refreshed makeover. One of London’s iconic Routemaster buses took to the streets with a new, wooly look. Knitted from top to bottom, the no. 7up Bus will crossed London and provided busy holiday shoppers with an afternoon refresh.
Jonathan Gatward, GB Marketing Director for Britvic, commented: “7up believes that everyone is naturally unique and original – and they should be able to bring out their originality to keep the world fresh and diverse. There is an amazing correlation between our consumers, our product and our brand. From the exciting new visual identity, to the clear, crisp taste that can only be 7up, our brand is as unique as the people who drink it. And it’s this uniqueness that the new campaign celebrates as 7up becomes a companion to originals around the world and provides a genuine platform to share their diversity of interests.”
Kristin Patrick, SVP, Chief Marketing Officer, PepsiCo Global Beverage Brands. Comments: “7up is an important, authentic trademark, with an immensely rich heritage and brand equity. As global beverage consumption and consumer trends continue to evolve, 7up is an important asset in our portfolio and a terrific choice for consumers who crave an original, refreshing alternative to keep them going.”
From global television commercials and digital vignettes to print, out of home and social media efforts, the worldwide originality movement energized by 7up continues throughout 2015.
