FEELS GOOD TO BE YOU
ROLES: CREATIVE DIRECTION, ART DIRECTION, CASTING DIRECTION & DISCOVERY, CAMPAIGN OVERSIGHT, CONCEPT DEVELOPMENT.
CHANNELS: BRANDED CONTENT, ADVERTISING, SOCIAL, OUTDOOR, EVENTS, PR.
Non-conformity. Originality. Wit. Unmistakable authenticity. These have been the hallmarks of the iconic lemon-lime 7up® brand since 1929. But, the second-largest PepsiCo beverage brand was well over-due for a refresh to target those consumers who crave an original, refreshing alternative to keep them going.
I collaborated with the 7UP’s internal creative team to usher in a refreshing new era for 7UP, the Feels Good To Be You campaign. Everything was used to create a multi-channel campaign; new visual identity, packaging, TV, print, digital, social and experiential.
This successful integrated marketing and advertising campaign rolled out in more than 140 countries and celebrated the everyday people around the world who share the same characteristics as 7UP, we call them “up-and-coming originals” and it feels good to be them.
The campaign generated a spike in Google searches for terms like “7UP” and “urban-knitting” – a strong sign of an effective advertising campaign showing that people are actively seeking to learn more about the “Feels Good To Be You” campaign.
Get to know our stars even further.
5 days of preparation and 3 days of knitting transformed an original 1960s Routemaster bus inside and out to bring 7UP’s TV campaign to the streets of London.
From
the client
“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.
Keeping the conversation going with more branded content tailored to key markets.
And a custom website to house all of the stories.
