7UP launches its special edition drink 7UP ICE

Company release,June 25,2005

New Delhi

7UP the clear lemon brand of PepsiCo India has launched its special edition variant - "7UP ICE" across India. "7UP ICE" is a break through in product innovation that combines the cooling effect of mint and the freshness of lime to create a unique mint based soft drink.

With the mercury hitting unprecedented levels this summer, 7UP Ice's launch is optimally timed to bring to its consumers a fun filled refreshment option. Through such innovative initiatives, 7UP reinforces its strong credentials by introducing a drink that can be enjoyed anywhere, anytime be it after a meal; at the poolside or while outdoors - "7UP ICE" is a one-of-its-kind cooling agent that invigorates the senses with each sip!

"7UP ICE" reinforces 7UP's core proposition of refreshment by taking it to its next level with an additional cooling hint of mint. The product has a unique after taste to help cool your senses and can provide for an ideal accompaniment to hot and spicy food.

"7UP ICE" will be sampled around the concept of "Fire & Ice" proposition through a special tie up with Radio Mirchi and Lay's Kurkure. The Radio Mirchi tie up involves a road show where consumers are invited to sample fresh chillies and dowse the pungency by drinking "7UP ICE". Also endorsing the launch is Radio Mirchi's channel tag that has been changed from "Radio Mirchi...its hot" to "Radio Mirchi...it's hot... '7UP ICE' - it's cool'". The promotion, starting Monday June 27 2005, will go on for 2 weeks with sampling in cities such as Mumbai, Delhi, Kolkata, Chennai, Ahmedabad and Pune.

Promoting the "Fire & Ice" experience from "7UP ICE" are the Big Bazaar stores that offer consumers a free pack of Lehar Kurkure's "Red Chilli Chatka" on purchase of a "7UP ICE" 600ml PET pack. This offer is valid in all Big Bazaar stores across the country.

"7UP ICE" is being advertised through a television spot featuring its popular brand mascot FIDO-DIDO. In this spot, FIDO - 7UP's cool and confident youth icon, appears on a hot sunny beach where he opens up his "7UP ICE" and freezes things over. Created by 7UP's long-time advertising agency - JWT, the "7UP ICE" TV commercial will be on air from June 22nd, 2005.

The new variant will be available in 200ml & 300ml glass bottles, priced at Rs. 6/- and Rs. 8/- respectively besides the 600ml PET priced at Rs. 18/-. "7UP ICE" -the limited edition drink from 7UP will be available in India for a period of three months only.

7UP, the refreshing clear lemon brand was launched in India in 1991 and is today amongst the fastest growing brands for PepsiCo in India. Personified by its brand mascot - Fido-Dido, 7UP stands for crisp & clear refreshment that helps keep things surprisingly simple and emerge an effortless winner.

For further details, please contact

Madhura / Sabiana

Genesis Public Relations Pvt. Ltd.

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