7up Free enlists yarn bomber for London stunt

PepsiCo's lemon-lime soft drink brand 7up has taken over a London Routemaster bus to promote its new 7up Free product identity as part of a wider global campaign.

7up Free's London bus takeover stunt
7up Free's London bus takeover stunt

The brand has revealed its ‘Feels Good To Be You’ integrated marketing and advertising campaign, which is being rolled out in more than 140 countries. PepsiCo has said it is about celebrating everyday people around the world who share such characteristics as non-conformity, originality, wit and authenticity.

The London stunt, which is taking place today (25 November), features the work of urban knitter Magda Sayeg, who also features in 7up Free’s global television advertising. She has helped to give the London bus a new wooly look, having knitted enough to cover it from top to bottom. The No. 7up Bus will travel around London and provide shoppers with samples of the drink.

Sayeg and her team of 12 knitters from Austin, Texas, created most of the bus’ knit ahead of time, using thousands of square feet of yarn filling almost 20 suitcases. It took three days for the team to stitch and install the work throughout the bus.

Brad Jakeman, president, PepsiCo Global Beverage Group, said: "7up is an important, authentic trademark, with an immensely rich heritage and brand equity. As global beverage consumption and consumer trends continue to evolve, 7up is an important asset in our portfolio and a terrific choice for consumers who crave an original, refreshing alternative to keep them going."

The UK and Ireland will be the first countries to launch and air the new campaign beginning the week of 1 December, with other markets following throughout the first few months of 2015. Activations will differ in territories.

PepsiCo has confirmed 7up activity will continue into 2015.

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