PepsiCo and Labatt Breweries of Canada are rolling out a 360-degree campaign for the launch of their new product, SVNS Hard 7UP, which combines alcohol with the flavour of the 7UP soft drink.

The “you up?” campaign is set to be launch in Toronto, Vancouver and Montreal through social media ads, OOH commercials and influencer collaborations.

Different creators will publish video content on social media platforms and change their profile images to solid green. A green dot also appeared last night on all the influencers’ profiles, and will remain there for the next 72 hours. PepsiCo and Labatt Breweries of Canada will run neon projections on buildings, LED truck ads and sampling activations at various locations, as well as in several retail establishments, including BC Liquor and Couche-Tard stores. The companies also plan to deploy activations at music festivals, such as the Chasing Summer, Electric Island and FVDED in the Park, as well as Labatt’s partner venues around Canada, including the Toronto’s Rogers Centre and Vancouver’s Rogers Arena.

Starcom’s Canadian team handles media buying, Shikatani Lacroix Design leads packaging development, Mosaic handles shopper and trade, Motive the experiential advertising, and Veritas the public relations and communications. Anomaly is the lead creative agency.

“The overarching campaign goal is to pique the interest of the LDA+ to 34-year-old Canadian consumers, and we know that this demographic are not the primary consumers of traditional media like radio or TV,” Mike D’Agostini, senior director of Beyond Beer portfolio at Labatt Breweries of Canada tells MiC. “We want to ensure we are showing up on the social platforms they consume media as well as in popular entertainment districts they frequent with their friends in attention grabbing ways to ultimately encourage trial.”

D’Agostini says the product launch is timely, considering the growing customer demand for ready-to-drink (RTD) products in Canada. According to a Nielsen study, the RTD category in North America has increased by 104% in the last two years, with 84% of RTD beverage customers under the age of 55 interested in new flavours.

“We saw a white space to innovate,” says D’Agostini. “We want to ensure SVNS Hard 7UP is positioned as the go-to drink of summer and beyond for our target market, timing our launch to ensure product is on shelves coast-to-coast as we head into the summer months.”