Refreshed 7UP and Fido head out

Singapore - Pepsico Beverages has extended its relaunch campaign of 7UP and mascot Fido to the outdoors with a bus shelter along prime shopping hot-spot Orchard Road, targeting teens, young adults and the young at heart.

"Uplifting Refreshment" is the tagline for the global campaign developed by BBDO and a lower scaled adaptation was used for the Singapore market. The outdoor display in front of DFS Scotts shows Fido the mascot, surrounded by ice cubes with light-boxes illuminating the bus-stop. The brand association that it hopes to put forth with this image update is that of playfulness and spontaneity and with that reach out to their youthful target audience. It supports the campaign that includes an online interactive website as well as a ground promotion with a prize element.

Account manager at BBDO Singapore Frances Alvarado, said, "Outdoor is perfect for a campaign that promises "Unexpected Refreshment", especially in sunny Singapore. By creating an outdoor display topped with ice cubes and an active Fido, we're looking at maximising the thirst factor linked with 7UP."