Wednesday, April 17, 2013

Brand Update : 7 Up , I feel Down !

7 Up's 2013 commercial is undoubtedly the worst campaign I have seen in the recent times. Especially the ad featuring Kathakali - which is a very revered art-form of my state Kerala.
This feeling has been shared by many of my friends who felt that the art-form was cheaply depicted in the advertisement. Ofcourse the creatives who did the ads have every right to do their stuff but it should make some marketing sense . I felt bad not because of any soft-corner for the artform but the ad makes no sense at all. 

Watch the ad here : 7 Up Kathakali
                              7 Up Japanese Ad
The brand has been losing its charm these years and is struggling for finding a meaningful mindspace. The last campaign was featuring the bollywood actor Sharman Joshi . The brand is right now having the tagline : 7 Up : I feel up.

The current campaign is plain amusing than anything else. Both the Kathakali and Japanese ad does not convey what the brands aims to communicate. Its sad that a brand like 7 Up can stoop to such a creative low when competition is too hot.

10 comments:

  1. Ajith Babu10:19 AM

    Feel really bad everytime I watch 'Kathakali' advertisement of 7 UP. Wish the intellectuals behind this ad bothered to watch kathakali atleast once and see how this particular 'vesham'(get up?) performs(or dances). To come up with such horrible dance moves for a divine kathakali character(usually representing Krishna) takes tremendous 'imagination'!! Honestly, I too feel really down(& OUT!)

    ReplyDelete
  2. I think the campaign is a creative one. Sir, can you elaborate on how the ad does not convey what 7 UP wants to convey?

    Regards,
    Devendra

    #Only Marketing and innovation produces revenue.

    ReplyDelete
  3. Anonymous10:23 AM

    7 up should bring back Fido Dido...that was the last iconic and sticky campaign 7 up had.

    ReplyDelete
  4. I think the ad campaign is a creative one. Sir can you please elaborate on how the campaign is not conveying what 7 UP wants to convey!

    ReplyDelete
  5. This insulting art (kathakali). I hate ts advt.

    ReplyDelete
    Replies
    1. I still don't think..it is insulting any art form..this kind of comment can be categorised as possesive one...I have many south Indian friends who are enjoying and found this advt. very innovative..However I would like to learn how this advt. is not in sync with the product image and its positioning.

      Delete
    2. I still don't think..it is insulting any art form..this kind of comment can be categorised as possesive one...I have many south Indian friends who are enjoying and found this advt. very innovative..However I would like to learn how this advt. is not in sync with the product image and its positioning.

      Delete
    3. This ad is a junk.
      1)not using the brand ambassador at all
      2)no sync with earlier 7up - keep it cool
      3)downplaying any sentiments is definitely not appreciated. What is the justification that a punjabi is more fun than kathak. As being up makes the person do punjabi in the ad

      Delete
  6. I guess it was clutter-breaking...And if that's what 7 up want to achieve from the advertisement then they actually did. If you thump down on creative side then I would say, it has been presented in different form and that's suffice in the age of stupid Atom-Pepsi ads

    ReplyDelete
  7. This time 7 up came with worst ad, I liked its precious ad with Sharman Joshi. But this ad 7 up has insulted the tradition of Kerala.
    here

    ReplyDelete

Your Views are Important. Please share your views as comments.