Claydon Heeley Jones Mason has produced its first advertising work
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
However, the "Good Choice" campaign is the first pan-European
advertising Claydon Heeley has developed on the 7-Up brand for the
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.