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


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.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus