Saturday, April 16, 2011

Brand Update : 7 Up gets into Anger Management

After a long period of neglect, Pepsi has given some life to its sparkling lime brand 7UP. Ever since the spectacular brand launch in 1992, the brand went down in its share of mind and the market share. Pepsi is to blame for not nurturing the brand enough. The space left vacant by 7 Up was successfully taken by Sprite and Pepsi still is confused between Mountain Dew and 7 Up.

Now after almost 3 years, some decent marketing campaign has been launched for this brand. The last campaign was in 2009 for the launch of 7 Up Nimbooz which further diluted the existence of the parent 7 UP brand.

For the summer of 2011, 7 Up has roped in the Bollywood star Sharman Joshi as the brand ambassador. The brand is currently running a series of TVC featuring Sharman.

Watch the ad here : 7 Up Truck 

Along with the new celebrity comes the new positioning platform. The brand has taken up the role of Anger Management Expert. The new ad puts 7 Up as the best way to chill the anger. The ad can be seen as a continuation of the earlier positioning of " Bheja Fry , 7 Up Try".

One of the grave problem that this brand faces is its positioning. The brand has never been able to find a right positioning for itself  in the Indian market. Although it came first, it had to play second fiddle to Mountain Dew and Pepsi was confused about the position of 7 Up  in the brand portfolio. This confusion enabled Sprite to become the third largest soft drink brand in the country.

The new ad and the positioning of Anger Manager is not going to do anything better for 7 Up . The ads are quite catchy and Sharman offers some amount of  " cool factor " . The brand has the new tagline " Chill Machao " . Again the tagline is skewed towards the Hindi speaking consumers and I cannot find a better English translation for that. Anyways the brand talks about keeping cool.. 

The new campaign and the celebrity will raise the share of mind for the brand. 7 Up still have strong awareness in the market. Fido Dido is still alive in the mind of the consumers and in this era of ZooZoos, Fido could have done wonders to the brand if it made a comeback now.

In my personal opinion,7 Up still has not found a right positioning but has come close. By explicitly focusing on Anger, the brand lost a chance to position itself as a " Keep it Cool " positioning . The brand should have taken a broader platform than just Anger . Anger is just one of those instances where one loses cool.   Hopefully the follow up commercials may take the brand to a much broader positioning platform than just anger management. 
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