PepsiCo

Alt Story (Pvt.) Ltd. *Lead Agency

Starcom

Walnut Communications Private Limited

This case is about unlocking the growth for a legacy lemon & lime brand through product innovation. Faced with declining appeal among Gen-Z, we captured the evening social refreshment occasion—43% of carbonated drinks consumption moment—unrelated to meals. Positioned as modern and youth-centric, the brand disrupted the market with an innovative product, achieving 100% of the annual target in mere 3 months. Boasting a remarkable 53% repeat rate, a 3% evening-share gain, and a 5x higher purchase intent than the benchmark, this campaign combines strategy with creative excellence.¦The 7up Strawberry Lemonade launch showcases seamless integration of business strategy and creative execution. As leader in Lemon & Lime category, it was essential for 7up to diversify its brand portfolio and tap into a new consumption occasion for sustained growth. We identified the "social refreshment" occasion, implementing a consumer-centric approach to introduce the new product to Gen-Z in an impactful & effective IMC. Our creative approach resulted in standout-executions across various platforms, making the introduction of the 'first ever pink drink in Pakistan' irresistible and share-worthy for our TG.