Brand Challenge

7 Below was created to build on the 7-UP brand, but target a new teen audience. A link to traditional 7-UP was necessary but marketers needed to be more radical on pack to create the excitement necessary for a successful launch. The brand position of “cold-hard refreshment” was critical and delivered on the bittersweet taste profile.

Compelling Results

• A metallic blizzard burst and techno background brought focus to the PDP and framed our new brandmark
• Various different concepts were tested with teens to understand the emotional drivers that led to the final concept