“The right content to the right people” is the premise we followed when PepsiCo gave us the opportunity to work with 7UP’s social media
They say that the best way to be original is to be yourself, and that is precisely the core of the 7UP beverage’s brand identity. The “originality” concept allows for a type of communication that lets us play, come up with ideas and be totally creative when proposing content lines. But it can also lead to strategies that fall into copying, lack direction and focus, set ambiguous targets and, ultimately, “spray bullets in every direction”. This can become amplified in the context of social media, where the lack of a clear objective can lead to creating for creating’s sake. But all this content has to ultimately pass the “like” test, and the engagement verdict can be catastrophic.
Luckily, we are aware of this, and although we haven’t inked “the right content to the right people” on our skin (yet), it is certainly the premise we followed when the digital team from PepsiCo and 7UP gave us the opportunity to run the brand’s social media. As a beverage that was launched way back in 1929, its history of communication is practically an encyclopaedia, and as an international product it provided us with plenty of references for the brand from every corner of the world. We soaked up all this lemon-lime-flavoured research, and were particularly struck by a single concept: “Freelosophy”.
The brand had used social media to share content related to 7UP Free, the sugar-free alternative, and as lovers of wordplay we were totally into it. But we thought that such a fresh and powerful concept needed a twist to squeeze all the juice out of it. So after a few rounds of 7UP Free while we threw around the “What does “Freelosophy” mean to you?” question, we came to the following conclusion:
Freelosophy is to look at what everyone else is looking at, but see what nobody else sees. It is the seed of originality and authenticity, a naturally bright spark, an idea that is so simple and so great that when other mere mortals see it they can’t help but let out an involuntary “oooh!” of surprise and admiration.
Like something as surprising as finding out that 7UP Free contains “zero” sugar and still retains all its flavour? Bingo.