Canadian Ad Insider

The RTD category has been on a mega-rise with a 104% growth rate over the past two years alone. With 84% of RTD drinkers looking for brands that don’t exist in the beer space, Labatt saw a white space to innovate.

SVNS Hard 7UP delivers on the consumer demand for flavourful products – leveraging the #1 the number one lemon-lime flavour in the country – with the unique market differentiator of 0g of sugar and a 7% alc/vol per can, a playful nod back to the product name.

The campaign went live in in key markets including Greater Toronto Area, Greater Vancouver Area and Greater Montreal Area – leveraging the brand’s intriguing tagline, 'you up?'. 

Canadians scrolling the internet may notice a 'green dot' takeover on Instagram. Along with the brand's social page, influencers across the country will turn their profile photos green, tag @SVNSHARD7UP in their bio for 72 hours, and share stories to generate interest and encourage consumers to DM the brand, while tagging 7 friends to spread the news.

The brand has teamed up with creators to develop thumb-stopping short form video content for the SVNS Hard 7UP owned channels that is authentic and native to the platforms our LDA-24 target consumer frequent – including paid social and OLV. 

High-impact OOH – neon building projections, LED truck advertisements and sampling activations are taking place over the week where their target consumers are tend to spend a lot of foot traffic. 

BC Liquor, Couche-Tard and other retailers across Canada will have exclusive programs and activations in select stores that will follow the disruptive lead of the OOH to grab shopper’s attention over the coming months. These activations will incorporate the bold green and black SVNS Hard 7UP branding and leverage the ‘you up?’ tagline with an LED sign.

SVNS Hard 7UP is planning to activate at popular music festivals and venues across Canada in a big way this summer, including key Labatt partner venues such as the Rogers Centre in Toronto, Rogers Arena in Vancouver, and at Live Nation festivals like Veld, Chasing Summer, Electric Island and FVDED in the park.

Distinct activations spanning owned social, OOH, paid, and earned influencers are strategically timed to spark interest and discussions at or after 7:00 p.m. local time zones - a whimsical reference to the product name.

Agencies behind 'You up?' campaign?

• Agencies - Veritas
• Brand - SVNS Hard 7UP (Labatt Breweries of Canada)
• Brand - 7UP (PepsiCo of Canada)

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