Brand Slam: 7Up vs Coca-Cola

Coke: tie-up with Netflix
Coke: tie-up with Netflix

Soft-drinks brands go head to head, tempting consumers with music, football and TV-themed activations.

7Up

Event structure

The PepsiCo-owned drink has worked with agencies include DeVries Global and Impero, and production company ID.

Social footprint 

@7UP has 111,000 followers on Twitter, 6.2 million "likes" on Facebook and 52,300 followers on Instagram.

Recent campaigns

7Up took over a London Routemaster bus to promote sugar-free variant 7Up Free as part of its wider global "Feels good to be you" campaign. The bus featured the work of urban knitter Magda Sayeg, with a woolly cover going over the bus from top to bottom. The bus travelled around London providing shoppers with samples of the drink.

For a campaign that kicked off in Buenos Aires and which then ran across Latin America, 7Up created a giant thermometer on an interactive billboard on top of a shipping container. This tracked real-time heat- related mentions on Twitter across several Latin American countries. Whenever the needle reached the red zone, the container opened, delivering ice-cold 7Ups to passers-by. 

Latest campaign

Britvic, which distributes the soft drink in the UK and Ireland, revived cartoon character Fido Dido to promote 7Up Free as part of a two-day pop-up that took place at the end of July. Guests could try out a range of relaxing activitives, including lying in a hammock, napping to soothing sounds, watching artists doodle, cooling down in a fridge and chilling to 1990s tunes.

Coca-Cola

Event structure

Coca-Cola has worked with agencies including Mission, M&C Saatchi Sport & Entertainment, Top Spot and Grand Visual.

Social footprint

On Twitter, @CocaCola has 3.34 million followers, while @CocaColaGB has 147,000 followers. The Facebook page has 107.4 million "likes" while on Instagram there are 2.6 million followers.

Recent campaigns

Coca-Cola Great Britain brought its partnership with the Premier League to life with a trophy tour, which kicked off in April. It offered fans the opportunity to have their photograph taken with the Premier League trophy and take part in football-themed experiences. The tour took place on a purpose-built double-decker bus kitted out with a stage and DJ booth, as well as a Fifa gaming floor.

There was also a "Take the mic" commentary experience, where fans could rescript some of the most historic moments of the Premier League. In addition, football legends took to the stage for live Q&A sessions.

Last year, Coca-Cola offered tattoos to the over-70s with a pop-up parlour opened by Professor Green and his nanny, Pat. The one-day London activation was part of Coca-Cola’s Zero Sugar TV campaign, which featured Mr Hadley, the resident of a retirement home, trying the drink for the first time. This leads him to think about other new experiences, including getting a tattoo. The tattoo studio also offered temporary transfers.

Latest campaign

Coca-Cola launched a Stranger Things arcade in London's Shoreditch earlier this month to mark the release of series three. The one-day pop-up recreated the Palace Arcade from the show, with guests able to win prizes via a live gaming leaderboard, as well as enjoying Stranger Things-themed photo opportunities and tastings of Coca-Cola Zero Sugar. The arcade also featured a secret upside-down world – entry was only granted to those with good knowledge of the show. The first 800 attendees who succeeded were rewarded with a limited-edition upside-down Coca-Cola x Stranger Things can.

Campaign says

Coca-Cola's tie-ups with events such as the Premier League and popular shows such as Stranger Things give its activations that extra edge, offering fans the chance to create some memorable moments.

Subscribe today for just $89 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free