Brand Mantra

The brand has marketed itself as a refreshing lemon-lime flavoured soft drink suited for drinking

with or after taking food. The brand mantra of 7up has also captured the attention of individuals

from all walks of life. Everyone from teenagers to adults and families shares the essences of 7up

and its apparition. Previously the brand was very much fixated on the aspect of life, food and the

joy in eating different mixtures of cuisines no matter they gel in together or not. Yet the only

thing that brings it all together was 7up and its carbonated flavoured drinks which gives all the

food lovers a chance to cherish their differences, sit together and enjoy the food. However, now

7 as a brand is more focused on the living it up, hence claiming to "give up to live up". This also

brings with it a very fresh start in terms of not just focusing on food rather cherishing every

aspect of life without worrying about the future. After taking a sip of 7up the world of

possibilities opens up as it refreshes the whole body and mind. We have also added an element of

humour and entertainment in it so that people can enjoy live events other than food as well. In

addition to the new tag line, the brand will continue with its refreshing green eco-green colour.

Unique (Descriptive Modifier)

The new 7 gives a distinctive vibe and an overall sense of fulfilment to the refreshing colour of

the bottle and the tag line which endorse to give up to live up blows a new breath into the brand

value and maintaining readability. Although many of our customers believe 7 to be for foodies

alone. However, the new brand line proves it otherwise, it caters all the segments of society and

focus not solely on food but also others facets of life to indulge people in more activity-based

and fun lifestyle for individuals and families. Now 7 has become a trademark of enriching
fulfilment which gives a cold blow in hot summers to give a breath of relief and a chance to give

up and live up once again to the fullest of life. The overall aesthetics of the bottled beverage also

gives a cool and light blow to the eyes on the first glimpse making it not just unique but also

exclusive than others.

Tasteful (Functional Modifier)

There are no arguments over the taste of a fizzy bubbly drink which is now considered to be a

staple of food at every restaurant and eateries. Although previously the taste of the drink was a

bit sweet now that it has been re-energized the taste has become more acidic and sweet at the

same time which gives a customer a fresh taste on drinking it. The fizz in the drink has now

given an overhaul to the taste.

Experience (Benefit Modifier)

Most of the drink goers used to affiliate their experience with food and drink alone. But now it is

changing as social media has changed all the dynamics of life, a lot of drinks are associating with

cultural and societal parts of life. Similarly, 7 is also stepping up its bars and introducing live

events to its audiences in different cities. The shows will host a variety of line up including

comedy, theatrics music, food and much more. This is all a part of the new 7 line up which is

reshaping its whole brand.

Brand Positioning
The new brand is positioned after a careful consideration given to capture the conceptual place in

the consumer's mind. Thinking of the old brand was always about gastronomic conditions and

food-related issues. However, now we have brought a more focus on the carefree, relaxed and

letting it go aspect. After drinking 7 it becomes totally fine to let go past worries and enjoy the

moment while drinking the fizzy drink. Life is all about calm and relaxes when you take a sip of

7, it gives you the freedom to leave behind the problems and issues at hand. This thought is

carefully and distinctively crafted to cater to the young segments of the society as they are the

most frequent users of social media which are causing huge distress among its users. So, while

they are caught up in some flares of a mess, 7 gives them a breath of relief by letting them go

their worries and bringing in a cool fresh blow.

Brand Personality

Like previous traits of the brand consisted of several features that were common among masses

and they could identify or relate with it. Our new approach is to create such attributes that are

effective in accumulating attention from the masses and for that purpose, we have dimmed the

green colour a lighter and made 7 more bold and prominent so that on first look it is more

project.
Facebook:

For Facebook we are anticipating 4 posts. The four posts are as per the following:

Post 1:

Objective:

Brand Reveal

The main purpose of the post is getting maximum traffic and engagement on day one to truly

establish our brand as a new authority in the niche that you’re entering one that’s worth paying
close attention to. The time span will be 3-4 weeks so the customer will be exposed repeatedly to

this post and this will create an atmosphere of suspense, and that culminates in a grand reveal

aiming for generating curiosity and buzz in customer’s mind.

Description:

The cover photo’s job will introduce visitors to our new brand identity. When someone will

visits our Face book Page, our cover photo with new tagline will the first thing that they will see

and grab consumers' attention more readily than the name a company or product might because

slogans, logos and taglines they're simpler to understand and remember.

Media Plan:

The time span will be 3-4 weeks. Timings will be around 6-10 as per the requirement of our

target market.

Post 2:
Brand Association:

Objective:

The aim of this post is association and we are using 7up (parent company) as a reference point

for the viewers, so, that they can associate their previous advertisement with new advertisement

campaigns. For instance, There was a campaign “With Aloo or without Aloo” we are referring

this ad to portray the message of letting go things or care free behavior in the mind of consumers

that Letting go of the idea that you need to control your food and body doesn’t mean you have

given up on your health. In fact, loosening that grip actually allows you to take better care of

yourself. It is empowering to have body trust and this is only possible if we are able to

approach health with our internal wisdom instead of exterior measures. Through an intuitive

eating lens, it is possible to eat in a way that feels good, creates more energy, and improves

self-worth.
Description:

The reason for this collaboration is to create awareness among the customer base through

rebranding that “give up to live up” is helpful to shift the mindset centered on control to one

that promotes flexibility. Anything that compromises your mental stability in the pursuit of

health isn’t healthy so sometime it’s okay to let go things.

Media Plan:

Time span will be 3-4 weeks. Moving on to the time slots. We decided to air this post around 6-

10 because this will increase the probability of the customer being exposed to the post and

repeated exposure will increase retention as our potential customer usually watches television in

these slots.

Post 3:

Brand Association
Objective:

This “IMPROV Comedy” show is created specifically to put in humor in their brand identity and

poke fun at the show as humor is linked to higher recall, which means any message imbued with

humor will be easier for your target demographics to remember.

Description:

IMPROV comedy show will be held in Islamabad, Lahore and Karachi. The show will be held

frequently to grab the attention of consumers and this will also help us in building a community.

Time Period:
Show will be held on weekends as per the requirement of our target audience around 6pm to 9

pm.

Post 4:

Brand Awareness

In this campaign we will be uploading a GIF (see appendix). This phase will continue or a time

period of 2-3 week. The customer will be exposed repeatedly to this post and this will enable

consumers to take hold of its tag line in customer’s mind.

Description:

The aim will be to generate recall and recognition in the minds of the consumer;the gif will have

tagline with a green background. The focus will be on the brand tagline therefore exposing

consumers to this as frequently as possible.

Media Plan:

We will place the GIF on face book and time span will be 3-4 weeks.