7UP

Pivoting the brand idea from clarity to UP

Role
Executive Creative Directors

Agency
180 Global

A product ad that defined the way up.

For a long time, 7UP shared the same colours and messaging around clarity as its biggest competitor. When we were asked to create a distinctive product campaign, we proposed to get clear on what truly made the brand iconic. We didn’t need to look further beyond its name.

From a messaging around clarity and focus, we pivoted the brand purpose to upliftment, which became a compass for a succeeding brand identity relaunch and activations.