Tarana Khan

The case of the rogue lemons: 7Up’s new site

For its new under the crown campaign, 7Up has launched a site on which lemons come to life as absconding criminals

7Up has been running a promotional campaign which revolves around “finding lemons in your 7Up”. The higher the number of lemons people find under the crown, the higher the cash prize they win. Now, the company has launched a website as part of the campaign, www.7up.in/lbi. The site, called the Lemon Bureau of Investigation (LBI), features six lemon characters that are absconding criminals.

The site has been designed by interactive agency, Webchutney, and comes complete with criminal records of the lemons, who have names as wacky as Le Mony and Le Dee. The records describe the characteristics of each lemon and what his/her criminal activities have been. Visitors can even catch sightings of the criminals in various ‘hidden’ places and download wallpapers of them.

The case of the rogue lemons: 7Up’s new site
The site is not just about cool graphics – there’s money to be made, too. By playing the contest, which requires identifying the six criminals in a line-up, you can win prizes of up to Rs 1 lakh.

Aditi Kumar, creative director at Webchutney, says, “The site is an extension of the offline campaign, but we wanted to do it differently online. We wanted to keep it simple, so we haven’t added videos. Clients want more from their online campaigns.” Kumar says that a banner campaign will be under way in a few weeks, and the concept may be taken further through different media.

“The site is being promoted online through media activity spread across sites like Yahoo, Rediff, Sify, Zapak and social networking sites like Indyarocks, Fropper, Facebook and Hi5, which the target audience is likely to visit,” says Pratik Pota, executive vice-president, marketing, flavours, for PepsiCo India. The promotion will run both offline and online till November 30.

Webchutney also designed the website for 7Up’s earlier campaign, ‘Milega Green Signal’, in which Fido Dido was the main character. In that campaign, people were invited to complete a comic strip and win prizes.

The offline creative agency for 7Up in India is BBDO India.

Have news to share? Write to us atnewsteam@afaqs.com