PepsiCo India has brought in a change in the New Year - an icy lemony look for its brand, 7Up.
A switch in design template - a change in the packaging, including the label and the can - has been undertaken for the brand. The brand's packaging was last refurbished towards the end of 2006.
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A Spanish production house, Garrigosa Studio was roped in to create the new look. It took about a month to complete, and involved taking over a thousand pictures of water splashes appearing in the shape of lemons.
Sources reveal that PepsiCo India has spent about Rs 25 lakh on the initiative, which is almost the cost of producing a television commercial.
To unveil the new look, a television commercial has been launched, which will be supported with a special focus on outdoor. The images for the outdoor hoardings have been created using a photographic technology hitherto unused in India.
The new commercial communicates the refreshment that 7Up gives to a couple, who is getting bored in a cafeteria. It takes the viewer on a sensorial ride of lemon refreshment. The film has been conceptualized by BBDO India and produced by Cutting Edge Productions.
Titus reveals that the company is looking at a selective number of outdoors across their core markets, but is definitely high on quality. The markets include Bengaluru, the top five cities in Gujarat, Karnataka, UP, Gurgaon, Kanpur, Ghaziabad, Meerut, NOIDA, Mumbai, Delhi, Jamshedpur and Ranchi.
Apart from television and outdoor, other collaterals would also find place in the mix. This will include on-ground activation, inducing trial-driving refreshment and highlighting the new look. Titus reveals that specific consumer engagement programmes have been put in place for the core markets.