As part of its $500-million investment project for India announced last year, global beverage player PepsiCo is planning to launch an advertising campaign for its lemon flavoured drink 7UP.
The 360-degree marketing plan comprises television, print, radio, outdoors, web activation with consumer generated content and intensive on-ground activation programme, PepsiCo India said in a statement.
The new campaign is the latest in a series of steps undertaken by the company since last September, when PepsiCo's global head Indra Nooyi, announced to double its business in India with a $500 million investment for three years.
Since then, it has forayed into the energy supplement drink segment with the SoBe Adrenaline Rush and also re-launched its flagship fruit juice drink Tropicana.
PepsiCo's new thematic advertisement campaign 'Mood ko do lemon ka lift' for the 7UP, is aimed at the young urban consumers for which the company will release three television commercials.
Incidentally, Pepsico's new initiative comes on the heels of two major steps taken by the other global beverage player Coca Cola including the launch of its Fanta Apple and a marketing campaign for its 'clear lime' drink Sprite.
