As a follow-up to its successful 7UP vs The Heat campaign, PepsiCo collaborated once again with creative agency Impero on an all-new summer campaign called 'RefresCosas’ (Refreshing Things).
#RefresCosas is based on four major concepts like Miniaturas, Paper Stories and Personalidades, each of which boasts eight short-form pieces of content that will be shared as GIFs and videos online. As a whole, each short clip was developed to be "short, punchy and beautiful." Some examples include soda cans having playful shootouts with one another, citrus fruits crossing the street or 7UP cans playing a game of tennis.
The #RefresCosas campaign will unfold across 7UP's social media channels for eight Latin American markets: Colombia, Venezuela, Uruguay, Mexico, Chile, República Dominicana, Perú and Argentina.
Short-Form Soda Campaigns
7UP's #RefresCosas Shares Fun and Entertaining Clips on Social Media
Trend Themes
1. Short-form Campaigns - Opportunity for brands to create punchy and beautiful short clips to grab social media user's attention.
2. GIF and Video Content - Increasing usage of GIFs and videos in social media campaigns as they have high engagement rates.
3. Localized Social Media Campaigns - Localized social media campaigns to cater to specific market segments have a better chance of resonating with their target audience and creating brand awareness.
Industry Implications
1. Beverage Industry - Opportunity for beverage companies to use creative social media campaigns to connect with customers and drive brand awareness.
2. Marketing and Advertising Industry - Increased usage of short-form campaigns and GIFs and videos in marketing campaigns create opportunities for marketing and advertising agencies to develop creative campaigns for their clients that can drive engagement.
3. Social Media Industry - Opportunity for social media companies to develop creative tools and features that allow brands to create and share engaging short-form content and drive user engagement with their platforms.