GOLDEN MAN by BBDO Mumbai for 7-up

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GOLDEN MAN

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Industry Soft Drinks
Media Promo & PR
Market India
Agency BBDO Mumbai
Executive Creative Director Sandipan Bhattacharyya
Released May 2009

Credits & Description

Category: Best Use of TV & Radio in a Promotional Campaign
Advertiser: PEPSICO INDIA
Product/Service: SOFT DRINK
Agency: BBDO INDIA
Date of First Appearance: May 7 2009 12:00AM
Entrant Company: BBDO INDIA, Gurgaon, INDIA
Executive Creative Director: Sandipan Bhattacharyya (Bbdo India)
Copy Supervisor: Gautam Bhasin (Bbdo India)
Copy Supervisor: Arjuna Gaur (Bbdo India)
Chief Creative Officer: Josy Paul (Bbdo India)
Vice President - Account Management: Rajesh Sikroria (Bbdo India)
Media placement: TV - MTV, NDTV, Star Plus, Star Movies, HBO, Sony, Channel V, Bindaas, Colors - 07/05/2009

Describe the objective of the promotion.
The objective of this promotion was to increase all India sales of 7UP with a 'Look-under-the-crown' offer, while strengthening its lemon flavour association and equity among the youth.

Describe how the promotion developed from concept to implementation
To reinforce 7UP's Lemon flavour association, we decided to give away golden lemons in this promotion. The consumer had to look under the crown, and if he found a graphic lemon he could redeem it for an actual golden one! For this purpose we devised a TV promo and decided to use Bappi Lahiri, a Bollywood celebrity widely known for his ridiculous obsession with gold. This TVC idea revolved around telling people to get the golden lemons before Bappi does!

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 10 million consumers participated in the promo and more than 2.5 million consumers redeemed crowns for various gifts including 7 lucky winners of golden lemons. Also, 18 million cases were sold all over India during the promo which resulted in a volume growth of over 31% as compared to the last year! Additionally, appeal and affinity of the brand among youngsters went up considerably in post-promotion research studies.

Explain why the method of promotion was most relevant to the product or service
7UP sells across 25 states spanning the length and breadth of India. Considering the enormity of the market of 7UP drinkers, TV was the most feasible and cost-effective way of reaching out to them. Moreover, the channel mix was skewed to grab the attention of the youth, our primary target.