7UP: The Great Foodie Debate
Silver Effie / Performance with Purpose Award PepsiCo Global / Audience Honor Shorty Awards
Pakistanis spend more than half their income on food, and so naturally they’re die-hard foodies. However, being the self-proclaimed authority on all things edible, they can never seem to agree on which city has the best food, or what the best way to eat a certain dish is. The internet was rife with these debates, so we decided to throw some fuel to the already raging fire with our integrated campaign that spanned over two years. While we never really settled the debate, everybody did amiably agree on one thing: 7UP is the only drink to be had with food. The campaign made Pakistan the largest market for 7Up in the world.