Positioning summer as a state of mind
When 7Up asked us to come up with a new pan-European strategic insight for summer, our ambition was not simply to reflect summer, but refresh it. We teamed up with British illustrator Hattie Stewart, famous for her playful ‘doodle bombs’, to create her artwork over iconic landscapes. The resulting images were quirky, vibrant and perfect for summer. Working directly with Instagram for maximum reach and authenticity, we invited 7Up fans and popular local Instagrammers to upload their summer snaps and hometown images to see them refreshed with 7UP.
Making a splash on social media
higher engagement rate than target
reach amongst target audience