By Sarah Vizard

Campaign of the Week

What does knitting have to do with 7Up? You might well ask. But it is knitting that features heavily in the first TV ad to promote the soft drink’s new global image. 7Up has enlisted “urban knitter” Magda Sayeg, who also covered a double-decker Routemaster bus inside and out with colourful wool.

Kristin Patrick, PepsiCo Global’s CMO, told Marketing Week that the campaign aims to portray “flair and originality”, which Sayeg encapsulates.

“Building on our brand’s authentic equity and history, the new branding stays true to 7up’s witty, naturally confident character,” she added.

It’s certainly different.

Good Week for Sainsbury’s

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Source: Marketing Week