7Up has released a series of limited edition cans featuring designs by Martin Garrix and Tiësto, as part of a wider collaboration between the brand and the two world-renowned DJs.
The three new designs feature images of the Dutch-born pair and have been rolled out across 473ml cans of 7Up’s tropical, cherry, and lemon-lime varieties. The cans were part of a promotional campaign where fans were offered the chance to win a VIP trip to meet one of the two DJs and watch them play live, PepsiCo said earlier in the year.
The promotion formed part of a wider marketing campaign to coincide with this summer’s festival season. The brand earlier premiered a new commercial that featured a musical collaboration between Tiësto and Garrix, made specially for 7Up.
Dave Falk, vice president of marketing for 7Up at Dr Pepper Snapple, said: “We were both humbled and blown away by the energy and love we received from the dance music community in 2014 and in our second year, we wanted to step things up even more and provide larger than life experiences to help fans live it UP for the 2015 festival season. As part of this, we’ve teamed up with two of the world’s top DJs to create truly unique experiences for fans that they couldn’t have previously imagined. We’re extremely excited to premiere the music collaboration between Tiësto and Martin Garrix, as well as the limited edition 7Up cans they helped design.”
Tiësto said: “I’m excited to once again be working with 7Up and bringing music fans incredible experiences throughout the festival season. The brand has truly raised the bar this year and I can’t wait for all of my fans to see and hear all of the new projects Martin and I have been working on.”
And Martin Garrix added: “7Up has gone above and beyond by bringing Tiësto and me together for this music collaboration… The partnership with 7Up gave us the chance to put a lot of heart and creativity into this, and I’m excited to see how fans react to the music and creative spot.”
© FoodBev Media Ltd 2020
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