Pepsi conducts summer campaign for 7Up
By Adnews Staff
Pepsi-Cola Canada of Mississauga has begun a new marketing campaign for 7Up called "Beware the heat." The effort includes national television advertising, cinema ads, print ads in urban daily and weekly newspapers, and a website at <http://www.bewaretheheat.com>. "The campaign is based on personifying 'Heat' and what Canadians can do to beat the heat with 7Up," said Chris Hamilton, director of marketing at Pepsi-Cola Canada. Two teaser television ads called "Pool" and "Mirror" broke earlier this month. They were intended to create the intrigue around the campaign, according to the company. A new ad called "Block by Block" was released on May 22. The campaign was developed by BBDO Toronto.
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