Celebrating the everyday people around the world who share these same characteristics, 7up Free is unveiling a new integrated marketing and advertising campaign – “Feels Good To Be You” – that connects the brand with up and coming originals throughout the world.
“7up believes that everyone is naturally unique and original – and they should be able to bring out their originality to keep the world fresh and diverse,” said Kristin Patrick, SVP, Chief Marketing Officer, PepsiCo Global Beverage Brands (@kristinpatrickmusings). “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.”
Rolling out in more than 140 countries, the multi-channel campaign and rejuvenated visual identity, including logo design and packaging, builds on the brand’s authentic equity and history, while staying true to its witty, naturally confident character.
Two global television commercials – and several digital vignettes – feature not celebrities, but truly original everyday personalities who exemplify the 7up brand. The first television creative shares the story of Magda Sayeg – a woman with knitting needles and a desire to yarn the world with her color and fresh outlook. Magda energizes a forgotten square in Santiago, Chile, where her bright, beautiful knitted creations take over a fountain, benches, trees, bicycles, a guitar and more – with 7up the companion that refreshes Magda so she can reveal her true self and flair to the world.
Production Company – m ss ng p eces
Ari Kuschnir – Executive Producer, Founder
Kate Oppenheim – Executive Producer, Partner
Brian Latt – Executive Producer, Partner
Tucker Walsh – Director
Zak Mulligan – DP
Tim Sessler – Drone Operator
Dave Saltzman – Head of Production
Martha English – Producer
Sarah Donnenberg – Supervising Producer
Danielle White – Production Supervisor
Orlaith Finucane – Post Producer
Chile Production Services – Vagabond Films
Gabriel Carratu – Executive Producer
Lorenzo Benedick – Executive Producer
Jorge Cuadros – Chile Producer
Sergio Rodriguez – Chile Line Producer
Mario Viera – Chile Production Manager
Marcela Uruvi – Art Director
Stephen Lynch – First AD
Editorial – Cutters
Steve Bell – Editor
Cameron Yergler – Editor / Asst. Editor
Austin Rauterkus – Asst. Editor
Elizabeth Krajewski – Executive Producer
Julia Pepe – Edit Producer
Visual Effects – The Mill
Jason Bartnett – VFX Producer
Gavin Wellsman – VFX Lead
Greg Reese – Colorist
Audio House – Heard City
Evan Mangiamele – Audio mixer / Sound designer
Sasha Awn – Audio producer
Natasha Alden – Audio producer
Original Music by human