7UP Launches Snow-Fresh Summer Splash Campaign Across India

As summer temperatures rise across India, 7UP has launched its new Snow-Fresh Summer Splash campaign, reinforcing the brand’s long-standing positioning as a strong refresher while spotlighting affordability and mass appeal.

The summer campaign is designed to strengthen 7UP’s presence during the peak consumption season and connect with young consumers seeking instant relief from the heat.

The creative idea uses snow as a visual metaphor to communicate an intense cooling sensation, a departure from conventional summer refreshment cues used in the carbonated beverage category.

By contrasting India’s harsh summer climate with exaggerated snow visuals, the campaign aims to dramatise the feeling of refreshment delivered by 7UP with every sip.

• 7UP launches Snow-Fresh Summer Splash campaign to boost summer refreshment appeal
• 7UP uses snow visuals and ₹20 pricing to stand out in India’s summer beverage race
• PepsiCo rolls out Snow-Fresh 7UP campaign across South India for peak summer demand

The main campaign film features two young protagonists navigating everyday situations under extreme heat, with bursts of snow cutting through the scenes to signal cooling relief. The narrative focuses on relatable moments and fast-paced visuals, aligning with youth culture and contemporary viewing habits. The tone remains light, energetic, and rooted in humour, helping the brand maintain familiarity while offering a fresh visual language.

A key pillar of the campaign is value pricing. 7UP continues to highlight its 400-ml pack priced at ₹20, positioning it as an accessible and affordable refreshment option for consumers across markets. The pricing strategy supports higher off-take during summer while reinforcing the brand’s Super Duper Refresher proposition.

According to PepsiCo India Beverages, the campaign reflects the brand’s focus on standing out in a competitive summer advertising environment by combining product value with strong creative storytelling. The use of snow as a device helps elevate a price-led message into a distinctive brand moment.

Also Read: Bad Bunny & Kendrick Lamar Shine at Politicised Ceremony

The campaign was first launched in Tamil Nadu and is set to roll out across Karnataka and Kerala from February 1, with executions adapted in regional languages. It is being amplified through television, digital platforms, outdoor media, and social media to ensure wide reach during the summer season.