7UP Fido Dido: Shake the Summer Heat Away

7UP, a soft drinks brand, increased awareness and sales in Vietnam by launching a mobile game app.

Campaign details

Brand: 7UPAgency: Mindshare

Strategy

7Up is a strategic brand of SPVB helping to drive share in the Carbonated Soft Drink category, supporting the Pepsi brand. The ambition is to make lemon lime segment outgrow the cola segment.

Though the brand had delivered double-digit growth in 2018, the lemon lime segment growth was lagging behind other segments in CSD category.

Moving forward to 2019, the challenge for 7UP was how to build back relevance & distinction to fuel the growth of the segment.

Following several communication approaches in the last few years, in 2019 7UP went...

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