7UP has debuted a new creative campaign featuring Sir Mix-A-Lot that will show consumers how to ‘mix things up’ by using the citrus-flavoured soft drink in baking, cooking and cocktails.
The Mix It UP a Little campaign will showcase the versatility of the drink, making it the only brand to position itself as a ‘versatile add-in’ within the soda category, Dr Pepper Snapple-owned 7UP said.
“We didn’t need to look far to realise that people have been using 7UP as a component of their concoctions for decades,” said 7UP director of marketing Kevin Brandvold. “We wanted to acknowledge that truth and elevate all the ways in which consumers are enjoying our product. We’re excited that 7UP represents a trusted ingredient to our consumers, and this campaign really brings that idea to life.”
The new spots from Deutsch leverage insights from consumers about the ways in which they already use the product as a mixer – and their claims that 7UP is the only lemon-lime soda that works best as a mixer. The first spot, called Yacht, which launched this week, features party hosts preparing a tray of cocktails and features a cameo from rapper 2 Chainz. A corresponding spot, Granny, will launch at the end of April and highlights 7UP’s usefulness in the kitchen.
Further digital videos by The Richards Group will feature rapper Sir Mix-A-Lot creating custom recipes including a Bundt cake and cocktail made using 7UP.
Deutsch executive creative director Brett Craig said: “For this campaign, we wanted to demonstrate all of the ways you can mix 7UP. We liked the notion of showing our characters in unexpected situations that highlight the ways they’ve used 7UP as a staple mixer. This is a positioning no brand in the category has taken, and it’s a bold one for 7UP.”
And Sir Mix-A-Lot added: “I was excited to be a part of this campaign and put my own spin on some 7UP mixers. 7UP is a classic ingredient for any great cocktail, but I think we brought a new freshness with our creations.”
The campaign support will continue through upcoming activations, including a Tastemade partnership and exclusive retail partnership, as well as a yet-to-be-revealed summer kick-off.
© FoodBev Media Ltd 2024