7Up creates vintage cans to celebrate six decades of history

Beverage brand 7Up has launched its new campaign, "7Up BACK TO COOL" to bring consumers on a trip down memory lane. This comes with the launch of six limited-edition vintage designs to celebrate its six decades in history from the 1950s to the 2000s.

Each bottle design will capture a popular slang or catchphrase that represents the decade. The campaign will run across TVC, which is conceptualised by creative agency BBDO India. A 360-degree marketing plan will also be rolled out after the launch of the TVC, supported by massive outdoor and digital surround.

In addition, 7Up will be introducing limited-edition design merchandise such as bluetooth speakers, headphones, t-shirts and hoodies, among others, which are inspired by the new packaging. According to Gaurav Verma, associate director, flavors marketing, PepsiCo India, in the age of throwbacks and selfies, the 7Up vintage bottels are the "prefect representation" of its shelf-to-media strategy.

"Through the limited edition 7Up Vintage packaging, we have taken a unique and ‘cool’ approach to connect with today’s generation. We are confident the new, limited edition packaging will truly make 7Up stand out on retail shelves,” Verma added.