7UP® Brings Refreshing Snow to Soak Up the Summer Heat

As summer intensifies and heat peaks, 7UP® is stepping up to provide the essential refreshment people crave. The drink has introduced new flavors and fun experiences in its latest campaign, '7 Days of Super Duper Summer,' which showcases a whimsical blend of summer fun and winter vibes.

Making Summer Cooler with Snow

With cities experiencing sweltering temperatures, record highs of 38°C in locations like Cairo, Riyadh, and Dubai, it’s no surprise that staying cool is becoming increasingly important. According to recent research conducted by 7UP, a staggering 79% of people in hot climates report that the heat significantly hampers their productivity. In response, 7UP is taking bold steps to tackle this summer challenge head-on.

What does snow have to do with summer? A lot, according to 7UP’s marketing team. This inventive campaign invites consumers to experience refreshing snow in some of the hottest locations, essentially creating an oasis amid the heat. The Central theme revolves around the idea of using CGI (computer-generated imagery) to transform ordinary summer moments into extraordinary snowy vistas, all triggered by the act of opening a can of 7UP.

The Campaign Agenda

From July 14 to July 20, 7UP is rolling out its digital activation across social media platforms, flaunting influencer videos depicting snowfall in everyday summer scenarios—imagine snow dusting the streets of Karachi or a Cairo market bustling under a blanket of white. These visual treats not only entertain but also symbolize the refreshing feeling that cans of 7UP are supposed to elicit.

The campaign climax will emerge in a grand online montage shared globally, showcasing episodes from all seven days of stunning snowy transformations. “We want people to feel refreshed and experience a moment of joy, a break from the heat,” explains Salman Butt, Senior Marketing Director at 7UP.

Responsive Research

The insights that fuel this campaign stem from an extensive study surveying 8,000 adults across various countries, including Egypt, Saudi Arabia, Pakistan, and India. The survey revealed practical coping methods – 52% of participants resort to fans, and 51% favor cold showers to combat the heat. Interestingly, two-thirds of respondents expressed a yearning to experience snow on blistering days.

Innovative Flavors to Cool Down

In addition to the vitamin of entertainment through the campaign, 7UP is also enticing taste buds with exciting new products like Mint Mojito—an invigorating blend of its classic lemon-lime flavor and refreshing mint, now set to launch in Egypt and other Middle Eastern countries. Meanwhile, in the UK, they are introducing a Pink Lemonade flavor that offers a delicious twist on the traditional summer beverage.

Engaging with Audiences

Heading into summer, 7UP’s digital presence is more vibrant than ever. Consumers are encouraged to engage with the brand's playful posts on social media. The mission is to connect with those feeling the heat and provide a bite of refreshing reality amidst the sweat. @7UpEgypt is ready to showcase how 7UP makes every sip a satisfying chill while bringing joy.

This summer, remember that even in the heat of the moment, refreshing relief is just an icy can away. With 7UP, enjoy the adventurous side of summer and relish the cool vibes, no matter how high the mercury climbs.