Say Hello to Mojito…..of the 7UP kind
PepsiCo have launched a new take on the 7UP brand with the introduction of 7UP Free Mojito to the Irish market. Already a big success in France over recent years, the product is now available in shops nationwide – just in time for summer. The (non-alcoholic) cocktail-themed soft drink was launched on OOH in cycle 10. The beverage combines the mint flavour of the classic mojito cocktail with the lemon and lime taste of 7UP while also targeting trends for lower-sugar drinks.
Summer is an important battleground among soft drinks brands and this campaign is the first with an overtly summer theme to hit the streets this year. As with any product launch, coverage-building formats are front and centre of the campaign in the form of Adshel, 48 Sheets and 96 Sheets . More targeted formats such as Uniboards, located on university campuses, and Pub A1s are also part of the roll out. CAPITAL T’s and a 240 Sheet complete the OOH plan that was compiled by OMD and PML, with creative by Irish International.