By A Correspondent

7UP has launched its new brand campaign titled ‘Think fresh’ with Fido Dido, the wriggly-haired mascot, back in the promotions.

Speaking about the new campaign, Nobel Dhingra, Director Flavors (7UP and Mirinda) and Area 3 Countries, PepsiCo India, said: “7UP as a brand has always encouraged consumers to be their cool and optimistic self. The Think Fresh campaign builds on this belief and reiterates that even the most complicated situations in life can be easily dealt with if one adds freshness and optimism into the mix. We are confident the new campaign will encourage consumers to Think Fresh and turn any tricky situation to their advantage.”

Talking about the TVC, Ashutosh Sawhney, Managing Partner & Head, DDB Mudra North and Vishnu Srivatsav, Creative Head, DDB Mudra, added: “VUCA is today’s new normal and it even percolates down to slices of our lives. Consumers across the board have resonated with this reality. 7UP, with its refreshing flavour attempts to enable its consumers to think fresh, thereby turning their life’s little googlies into advantageous situations. The new campaign illustrates this in the most un-mistakably 7UP way by bringing the iconic Fido Dido back and keeping the brand’s tonality refreshing , just like the great taste of 7UP.”

7UP will also roll out a 360-degree marketing plan post the launch of the TVC which will include outdoor and digital surround.