PepsiCo targets lunch market with 7Up promotion

PepsiCo: Targeting 7Up at lunchtime eating
PepsiCo: Targeting 7Up at lunchtime eating

PepsiCo is to follow rival Coca-Cola by pitching 7Up as an accompaniment to food, ahead of an expected major brand campaign next year.

A UK-focused drive is being rolled out  for the brand's sugar-free variant, 7Up Free. The push comprises six outdoor digital executions, showing the drink alongside lunch items such as a sandwich. Ads use the strapline 'Lighten up your lunch'.

PepsiCo said the creative was based on consumer insight that 7Up Free's 'light' citrus taste complemented food.

7Up is understood to be plotting a relaunch campaign next year, although this was denied by a PepsiCo spokesman. 

In May, Coca-Cola positioned its core brands under the 'Meals taste better with Coca-Cola' message.

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