B OARD B IA B RAND F ORUM
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What I’d like to share this evening
• A brief history of 7UP & 7UP Free
• Our audience
• What role does 7UP / 7UP Free play in their lives?
• What is brand engagement & what challenges do
FMCG brands face?
• How this has shaped our recent campaigns

What I’d like to share this evening
• A brief history of 7UP & 7UP Free
• Our audience
• What role does 7UP / 7UP Free play in their lives?
• What is brand engagement & what challenges do
FMCG brands face?
• How this has shaped our recent campaigns

We Have a Rich Brand History That Has
Thrived on a Positive Uplifting Message
5

Taste & Refreshment Were Always at the Core
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• A brief history of 7UP & 7UP Free
• Our audience
• What role does 7UP / 7UP Free play in their lives?
• What is brand engagement & what challenges do
FMCG brands face?
• How this has shaped our recent campaigns

Our Audience
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7UP is the Only Carbonate Brand Whose
Consumption Grows With Age
Teens
Consumption (% Occasions Indexed to CSD)
Young Adults w/o Kids
Older Adults w/o Kids
Young
Family
Older Family
Empty
Nester
155
117
82
111
91
95
114
106
125
86
18%
Consumption (% Occasions Indexed to CSD)
12-19 yrs 20-29 yrs 30-39 yrs
27%
32%
23%
21%
25% 24%
27%
23%
150
103
7UP Sprite Cola
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How they feel
POSITIVE
EMBRACE/ LOVE LIFE
RESPONSIBILITIES
OPTIMISTIC
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What we seek out
A YOUNGER SPIRIT
WITH A SHARPER
POINT OF VIEW
ON LIFE
& AN OWNABLE
REFRESHMENT
SPACE
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• A brief history of 7UP & 7UP Free
• Our audience
• What role does 7UP / 7UP Free play in their lives?
• What is brand engagement & what challenges do
FMCG brands face?
• How this has shaped our recent campaigns

E NGAGEMENT - W HAT ROLE DOES
THE B RAND PLAY IN THEIR LIVES ?
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The role of a brand in their lives
What we think it’s like What it’s often like
• They are not „your consumers‟, at best they show higher tendency to buy your product that the category on average
• Shift thinking from ‘Brand Switchers’ to „ Loyal Switchers’
(Byron Sharp „How Brands Grow‟)
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You might be concerned with this
“If you saw someone drinking 7UP, what would you think about them?”
Millward Brownl Brand Tracking Data
Until you realise “50% of all knowledge of a brand is held by just 20% of its buyers”
Romanuik & Sharp, Ehrenberg-Bass Institute, 2008
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And should feel good about this
When you think of 7UP, what is the first thing that comes into your head?
Very refreshing, tastes of summer, so thirst quenching and because
I'm watching my weight, the sugar free option is the one I choose
Having heat stroke in
Portugal and how a glass of ice cold seven up was like liquid energy reviving me almost instantly.
Millward Brown
Brand Tracking
Data
Great for you after a hot day working or sitting around with friends having a laugh
Understand the most salient attributes of your brand
– it‟s the way to create a short cut to memory
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• A brief history of 7UP & 7UP Free
• Our audience
• What role does 7UP / 7UP Free play in their lives?
• What is brand engagement & what challenges do
FMCG brands face?
• How this has shaped our recent campaigns

E NGAGEMENT IN AN FMCG CONTEXT
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Classic Brand Engagement funnel
Source: Beloved Brands Inc 20

And similar exist online
Source: Forrester Inc 21

But the thinking has evolved
Source: D.Court
et. al. McKinsey Quarterly #3, 2009 22

A ND WHAT CHALLENGES DID THE
BRAND FACE ?
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The challenges the brand faced
A changing macro category
Fido Legacy
Refreshing
Fido
Lemon and Lime
It tastes good
Drink when you are unwell
Fizzy
Clear
Thirst quenching
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6
4
7
8
8
15
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Working / Non
Working media
The Beans Group UK Youth brand survey 2012
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H OW WE DROVE ENGAGEMENT
OVER C HRISTMAS 2012
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Consideration was what we wanted to drive
High importance
Correlation to Consideration
Are brands you love 55
Tastes better than other brands
50
Are great tasting
44
Is a drink that you have when out with your friends 43
Are worth what you pay for them
43
Are for people like you
41
Offers ultimate refreshment
41
Make you feel happier
41
Have maximum taste
39
Is a brand that understands you and what you’re into
38
Are uplifting
37
Are drinks that go well with food
37
Are good for everyday
35
31
Offer something different to other brands
Low importance
Millward Brown: (Base: Q3’11-Q2 ‘12, All aware of brand at Q.1b)
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Consideration was what we wanted to drive
High importance
Correlation to Consideration
Are brands you love 55
Tastes better than other brands
50
Are great tasting
44
Is a drink that you have when out with your friends 43
Are worth what you pay for them
43
Are for people like you
41
Offers ultimate refreshment
41
Make you feel happier
41
Have maximum taste
39
Is a brand that understands you and what you’re into
38
Are uplifting
37
Are drinks that go well with food
37
Are good for everyday
35
Offer something different to other brands
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Low importance
Source Millward Brown ()
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The Brief
Audience 25 year-olds getting into Christmas.
Campaign
Objectives
Cut through at the most cluttered time of year with a campaign which taps into their unique spirit at this time of year
Campaign
Insight
We all need a lift and a smile so lets direct our brand thought to celebrating those
Christmas die-hards and shine a light on their efforts to embrace Christmas to the nth degree
Because Christmas is what you make it.
Core
Thought
People, cheer, and the ability to celebrate it.
That’s the UP side of Christmas.

Campaign Mechanics
Showcasing what being
UP for Christmas is all about
The theme & mechanics about recognition , not competition:
€ 1 euro donated to Simon for every entry
Design your own
Christmas jumper
Submit an Up For
Christmas photo
Send us your
Christmas
Cracker
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Media Strategy
Awareness
12 th Nov – 23 rd Dec ‘12
Engagement
23 rd Nov – 7 th Dec ‘12
Reward
7 th Dec – 31 st Dec ‘12
• OOH & Radio / Print partnerships to make the campaign famous
• Facebook & rich media placement
• Partnership on the ground with
Simon
• ATL vs. event delivered 70% increase in media for the same budget
• Desktop, mobile &
Facebook
• Christmas Jumper Designer
App on site
• Upload photos / Design your jumper
• Media partners supported specific categories
• Light Press and
Radio to celebrate money raised for
Simon Community
• Recognise those who were truly ‘Up for Christmas’ in press

KPIs
Market Share (total brand)
Share growth vs. PY
Brand Health
Brand I love
A drink you enjoy with your friends
Social KPIs
FB engagement
CTR vs. prior campaign
Site dwell time
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Did the campaign work?
Market Share (Total brand)
Share growth vs. PY + 110 bps 12wks to end Jan
+ 420 bps 4wks to end Dec
Brand Health
Brand I love +6 ppts
A drink you enjoy with your friends
Social KPIs
+3 ppts
Peak FB engagement (#talking/#likes) 4.2% (drove likes +11% also)
CTR vs. prior campaign 32% (50% above industry norms)
Site dwell time 2.3 mins main site / 5.2 jumper
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Thoughts on brand engagement
Be distinctive it’s hard to connect
“The primary task of communication is not just stoking the passion of fire amongst fans, but nudging the behaviour of the largely indifferent” Martin Weigel W+K Amsterdam
Understand the context of your brand in their lives
“Everyone (is) building “immersive” experiences .. Almost every app built for a brand on Facebook has practically no usage...Heavy, “immersive” experiences are not how people engage and interact with brands. Heavyweight experiences will fail because they don’t map to real life”. Paul Adams, Head of
Global Brand Design, Facebook
Think Penetration & measure end metrics
“Reaching all buyers is vital, especially light, occasional buyers of the brand” Bryron Sharp ‘How Brands
Grow’ Oxford Press
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Reading around the subject
Engagement & targeting
• Penetration, not loyalty: „How Brands Grow‟ Byron Sharp, Oxford Press
•
What engagement really is: How (not) to Fail Martin Weigel http://www.slideshare.net/mweigel/how-to-not-fail-16647530
• Why your brand should stand for something: Simon Sinek TED “how great leaders inspire action” http://www.youtube.com/watch?v=a6kbcERdmCw
• The Consumer Journey, McKinsey Quarterly http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_jour ney
Planning & KPI setting
• Forrester’s engagement model http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_jour ney
Social / Digital engagement
• Blog with great thinking on the topic: Paul Adams , Global Head of B r and Design,
Facebook http://www.thinkoutsidein.com/blog/about-paul-adams/
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