The Brief

Drive sales for PepsiCo 7UP using a campaign that interacts with the youth of India and makes them indulge with the brand. Make the youth connect refreshment with 7UP using this campaign.

Creative Execution

Use the Indian Premier League (IPL) as a backdrop to introduce this 7UP form of Cricket as Cricket frenzy is at its all time high during this event. The state-wide league matches of the 7UP Lemon Pattalam ran alongside the IPL to create almost a parallel youth league which is more engaging and fun. Channels employed: Outdoor, Television, Radio, POS and Activation.

Describe the creative solution to the brief/objective.

Insight: The youth prefer shorter forms of cricket as the original game takes too much time. Also, gully Cricket is one of the most popular local sports in the Southern State of Tamil Nadu. Strategy: Invent a new localised 7UP format of the game, to have greater connect with the youth in Tamil Nadu. Idea: 7UP introduced the shortest form of Cricket ever with 7 overs, 7 balls and 7 players! This fun form of rubber ball cricket was called 7UP Lemon Pattalam Cricket or Cricket Tamil style. The winning team got a chance to play Pattalam Cricket, with the most popular team in Tamil Nadu - Chennai Super Kings!

Results

This game had an instant connect with the youth in Tamil Nadu. Within 2 months, 21,000 youngsters (3,000 teams) participated across 32 cities in league matches. Another 1,30,000 came out to support their teams. The incremental sales of 7UP went up to 20.8 million cases and volumes in Tamil Nadu up by 30%.