Background

This year, 7Up has launched the new product, “7Up Fiber,” which is the first fiber benefit-plus in carbonated soft drink category that helps digestion after food. It’s the challenging of the brand to communicate and let the consumer understand this new benefit in this kind of drink.

Challenge

To create a clear and comprehensive communication message focusing on “FIBER BENEFIT” that is related to after food moments by establish new drinking occasion, ‘AFTER FOOD’ that our targets concerns about uncomfortable stomach feelings. Define the winning benefit message and make it easy to understand to the target.

Solution

So, we created '7Up FIBER AFTER FOOD ADS', a new media tools, Ad-Following Ad, which will follow all the frequent food ads.

By creating a set of ‘PARODY ADS’, that intimate the most boosted food ads, followed by 7Up Fiber benefit that helps digestion after food. And with the power of partnership, we placed our ads after their food ads, to establish the consumption occasion (after food).

Result

7Up Fiber own the after food occasion along the online.

Total impression delivered (all platforms combined) are 365 million.

Total views are 189 million views combining ads from the brand and from KOLs contents, that created 38 million total reach.

And the most important thing is this campaign made 75% sale growth in main distribution, and increase 30% brand awareness.