Your collection of bar cart basics probably includes the usual suspects: a mixologist-approved stainless steel shaker, fancy or fancy umbrellas, and unusual syrups.
Get ready to add an unexpected item to that list: 7UP. That’s right, the lemon-lime-flavored soft drink from your childhood wants you to make room in your beverage trolley for its sparkling goodness. In a move aimed at capturing the hearts – and taste buds – of Gen-Zers and Millennials, 7UP launched a global campaign under the banner “Level With 7UP“. The main idea is that 7UP can be an essential ingredient in elevating any social gathering, from low-key beach days to house parties.
Here’s what you need to know – and how you can join in the fun.
7UP taps into timely trends
Millennials and Gen-Zers are comfortable trying different food and drink combinations. After all, these are the generations responsible for similar (if not weirder) creations like butter boards, egg planes, and croissant-donut hybrids. These groups are also throwback suckers. So, it’s not a stretch to think they’ll embrace a classic option like 7UP as a modern addition to their mixology toolkit.
The campaign also taps into other social trends, such as home mixology and craft mocktail culture, and the fact that younger consumers are increasingly open to trying unique drink choices, from matcha mojito mocktails to muddled pineapple and lime cordials. (The complete explosion of seltzer options in the beverage aisle of your supermarket is a testament to this movement.)
Mashable Top Stories
Notably, the campaign also highlights 7UP’s Zero Sugar variant, which offers the same citrus-forward taste without the sugar. This addition is in line with the growing demand for a variety of beverage options, especially among younger consumers who are looking for good, refreshing drinks with less sugar.
The strategy behind the ‘z campaign
To drive their message home, 7UP is releasing a dynamic mix of content, starting with a short film that shows friends meeting and playing 7UP in their drink recipes. The video shows how this ordinary soda can be transformed into an old-fashioned mixer that will add glamor to any meeting. (And it might give you inspiration for your next flat party or happy hour theme.)
In addition to the film, 7UP also launched a series of influencer collaborations that showcase creative ways to add 7UP’s signature citrusy punch to any favorite beverage. For example, soda can be used in different versions of both classic and novel-from drinks hot punches to fruity infusions to lemon-lime spritzes.
Hashtag challenge: #LEVELUPWITH7UP
Have an idea to upgrade your favorite drink? You can join the party online. The hashtag #LEVELUPWITH7UP invites users on platforms like TikTok and Instagram to share their drink recipes using 7UP. Showcase your creations with everything from quick tutorials to deep exploration of endless possibilities.
In the coming weeks, 7UP will take its new campaign worldwide, reaching markets such as Egypt, Vietnam, Portugal, India, and Thailand. Expect tons of locally produced influencer content with regional twists, tons of giveaways, drink sampling events, and VIP beach parties. Want to get in on the action? Check out the product’s public feed for all the juicy details.
Whether you’re coming up with a new mocktail or improving your refreshing spritz recipe, 7UP promises to bring a novel twist to your next gathering – and an unexpected addition to your well-curated bar cart.