Labatt, PepsiCo begin You Up campaign
By Derek Winkler
Labatt Breweries of Canada and PepsiCo Beverages Canada have begun a campaign for a new alcoholic beverage called SVNS Hard 7Up. The campaign, called “You Up,” is running in Toronto, Vancouver and Montreal Area. It consists of social media content, out-of-home advertising and influencer activities, timed to reach consumers after 7pm in local time zones.
Beginning April 2, participating influencers will swap their Instagram profile pictures for green versions for 72 hours. They will also post additional content regarding the brand. The effort also includes short online videos, as well as building projections, truck advertisements and product sampling at 7pm on some weekends through the summer. Retail marketing will take place in participating BC Liquor and Couche-Tard stores. Additional promotion will take place at summer festivals and concert venues.
The campaign was developed by Anomaly, with media work by Starcom, packaging by Shikatani Lacroix Design, shopper marketing by Mosaic, experiential marketing by Motive, print materials by Godin and Harding and public relations by Veritas.