7Up has taken countrywide gastronomes on a journey with the
launch of their new TVC and that too without a passport. Don’t believe me? Read
till the end and you’ll experience the amazing journey with 7Up
In my earlier post
here, I introduced you to 7Up’s hunt for
#AsalFoodie and how they are engaging foodies on social media with an ongoing
competition where they’ve provided quirky cover photos and profile pictures to
display and prove you’re the AsalFoodie and win an iPad too. This campaign took
the social media by storm and with an overwhelming participation and some very
unique, creative and interesting foodies and 7UP competition entries (profile
pictures & cover photos) it’s been a hit!
It was not only on the social media, the #AsalFoodie hunt
went on a cruise. Yes you read it right; there was an exclusive 7Up foodies
cruise. Some of our favorite stars Zoe Viccaji, Anoushey Ashraf and more were
spotted cruising with 7Up and having a fun time on the foodie cruise with some interesting
activities like ‘7Up Fishing’ and of course some really good food. The
highlight of the event was Zoe Viccaji’s first ever live performance on the
cruise that was exclusively covered and shared on 7Up’s social media platforms.
This event too was a great hit with the campaign hash tag
trending and reaching over 8 million in Pakistan within a few hours.
7Up always comes up with unique ways of promoting the brand
and reaching out to its consumers and that’s when we spotted 7Up’s floating
billboard at Do Darya, Karachi (Now that’s an incredibly amazing way to do
it!). The location is a foodie hub with most popular restaurants around, and so
has to be 7Up as wherever there’s food there’s 7Up. This unique advertising/floating
display became an instant talk of the town.
And the foodie journey continued, from the cruise to
floating billboard it came to Lahore as a 7Up Foodie Bus Tour. A double decker
7Up foodie bus was spotted around Lahore taking its passengers all around the
city and making stops to serve them live food.
This was again a hit and everyone was found tweeting about the 7UP Food
Fest!
A brand identity is built on how well a brand connects with
its consumers and how impactful, memorable and emotional those connections are.
7Up with its branding strategy has proved to make a strong connection with its
consumers by going beyond just a TVC and connecting with its consumers with
love for food as well as taking them along on the foodie journey!
While this may not be the end of 7Up’s Foodie journey and
hunt for #AsalFoodie and we all wait for another surprise from 7Up which I’m
sure you would not want to miss out, So keep yourself posted on all the latest
happenings on 7Up’s foodie journey by following them on their
Facebook page and
Twitter.
Let’s Keep Rollin with the quest to find the #AsalFoodie
with 7Up!
Labels: #AsalFoodie, 7UP, Advertising, Press
