Content creators, listen up: That product photo thing is tired. So, how do you transform an everyday product into a social media sensation? 7Up’s latest campaign can point you in the right direction.
Following the success of its 7UP vs The Heat campaign, PepsiCo extended its collaboration with creative agency Impero, to create a series of captivating pieces of content that place the product within playful and unexpected storylines.
The #RefresCosas campaign is four concepts; each with eight short pieces, making a total of 32 videos and GIFs that will play out on 7Up’s social channels across eight Latin American markets: Colombia, Venezuela, Uruguay, Mexico, Chile, República Dominicana, Perú, and Argentina.
About the campaign, Alfredo Della Savia, Marketing Manager of the flavours division at PepsiCo explained:
“We needed a concept that reflected the values of the brand, and that was broad enough to create several pieces of content that the region could incorporate into its local calendars. We liked the ‘RefresCosas’ campaign because it showed off our brand without falling into the classic ‘photo-product’ trap and allowed us to improve our channels’ engagement across the markets.”
Federico Stier, who runs the Impero office in Argentina, commented that “Refrescosas is probably the work that best reflects the strategic thinking behind everything” his agency does: “short, punchy and beautiful.” According to Stier, that was Impero’s intention for this project, “and fortunately something that the client understood and agreed with from day one” he says.