Client: Keurig Dr Pepper

Role: Creative Direction, Graphic Design

7UP is an iconic American non-caffeinated soft drink brand known throughout the world for its lemon-lime-flavor. The brand is owned by Keurig Dr Pepper and is available in practically all supermarkets, convenient stores, and supercenters. The carbonated beverage is made with the highest-quality ingredients and has the perception of every can having a crisp, clean, and refreshing taste. 7UP competes primarily against The Coca-Cola Company's Sprite.

Even though 7UP was still a popular and recognizable brand, its sales had become stagnant and needed a creative solution to entice consumers to purchase the product rather than its competitor. The promotional agency and 7UP brand manager devised a set of off-premise supermarket promotions with the goal to increase sales. The challenge was to develop a set of fun promotional campaign creatives with a 7UP flair while maintaining brand standards and expressing the brand’s personality–freshness, quality, enjoyment, and fun.

There were four nationwide promotions, one per quarter, available to shoppers in various supermarkets like Food Lion and Publix. The promotions featured the 7UP products needing the greatest bump in sales. Of the four promotions, three were sweepstakes, Beef-Up Your Steak When You Buy 7UP, Dance to Your Health Sweepstakes, It’s Only Natural Sweepstakes, and the Very Cherry Payoff Sweepstakes. 

 

I partnered with 7UP’s brand manager, Keurig’s legal department, along with the promotional agency’s account manager, and copywriter. I employed my Photoshop expertise to deliver a set of fun-feeling, juxtapose designs for each of the promotional campaigns. The signage was split among three areas of focus; promotional message, main product offer, along with brand logos and product shot. Additionally, I led the production artist to roll out the creative throughout the promotion’s point of sale components, pole signs, neck hangers, shelf talkers, and sweepstakes entry forms for each retailer.

Skill sets employed throughout the 7UP promotional campaigns include graphic design, creative direction, and print production management. Technical programs used to build the creative are all Adobe Creative Cloud products, InDesign and Photoshop.