Claydon Heeley work gives 7-Up more edge

Claydon Heeley Jones Mason has produced its first advertising work

for 7-Up.



The agency was handed a brief from PepsiCola International to produce

creative for a new 7-Up pan-European poster campaign. The work is based

on a positioning developed for 7-Up by the US agency TLP. Claydon Heeley

was brought in to create an effective European version.



The ads use the line "Good choice" across a 7-Up bottle and juxtapose

this with close-up images of faces experiencing hot sensations such as

fire and chilli. While the ads broadly use the US brand positioning of

showing heat next to the coolness of a 7-Up bottle, the agency has

replaced the images used in the US advertising, such as deserts, for a

more intense approach.



The ads, which target late teens, will run as six- and 48-sheet posters

in key European markets including the UK, Ireland, Netherlands and

Scandinavia.



Claydon Heeley has a relationship with Britvic, which produces 7-Up in

the UK. It has worked with Britvic on UK Pepsi direct marketing, TV ads

and promotions.



However, the "Good Choice" campaign is the first pan-European

advertising Claydon Heeley has developed on the 7-Up brand for the

PepsiCola company.



The agency was appointed by John Galloway, Pepsi's marketing director,

flavours, for Europe and sub-Saharan Africa. European advertising for

7-Up has been produced by BBDO in the past.



Dave Woods, the creative director at Claydon Heeley, said: "In

principal, this is the same idea as the US work but we've put more edge

into it. The tight understanding between client and the team here gave

it an extra 5 or 10 per cent."



The campaign was created by the art directors Simon Haselhurst and Eric

Ronshaugen and UK media is through MindShare.



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