Consumer Engagement Strategy Provocation - 7up, Pepsico

A strategic Instigation by…
A content-engagement
strategic provocation!!

Just like the cola wars, there are the transparency aerated
beverage wars!

• The coca cola owned Sprite is the market
leader in this segment.
• A sage personality brand, Like Smirnoff
did – it took its core product attribute of
transparency, mild flavor quenching thirst
and create brand attributes of “seedhi
baath” (straight talk).

• It met a perfect delta of product truth,
consumer need and a socio-cultural trend.
Sprite carved a niche for itself by standing for
simplicity as a personality type in a world of
boisterous brands and people. It earned itself
some major consumer love with a couple good
piece of communication as well.
• When the colas came under the dark cloud of
pesticide, this segment gained and Sprite made
the most of it.

So let’s look at 7up in context…

• While the Pepsico owned 7up (much
loved originally for its Fido – Dido) took
the same attributes of quenching thirst
and associated with dance. The lemony
twist, was developed as a brand quirk,
infusing it with a entertaining &
mischievous personality.
• The “refreshing” values of the product
were layered up to feeling – up. A mood
up-lifter as the psychological benefit of
the physiological thirst-quench.

• While they could have taken-up “quenches
the larger thirst of life” possibly as a much
larger consumer mission, dance and
quenching your thirst would also go well
from their portfolio strategy perspective.

We are Indians - we breathe, we eat
… we drink and we live dance!
VLIV dance

Boy next door Sharman Joshi (representative of the category) doing a
happy feet moment of dancing and making everybody feel “up”.,

Dance as a mood-up lifter (on-ground engagement Chennai –
flash mob)

“The latest in
OWNING DANCE”

7up’s communication tried to own
dance in a refreshing, youthful
manner – while the lemony twist is
aptly portrayed in the surprising
occasions that it has chosen to
portray the dance in.
While television communication is
apt for establishing the brand stance
at a national level with mass reach, it
alone is not enough to make it truly a
property of the people.
It does only when the brand platform
is truly established!
Conceiving a platform is not equal to
establishing the platform. It happens
when there is public participation
around the platform driven by
strategic engagement.

But first you need a consumer purpose that the brand can champion via dance…

Dance is an expressive medium and the magic is in getting people to express themselves
via dance…

Owning Dance-on:
A content led strategic provocation on penetration via digital medium!

INDIA - THE DANCAHOLIC
NATION!!
31.2CR
GROSS REVENUE OF
THE FILM ABCD IN THE
FIRST WEEK
412 K
FACEBOOK FOLLOWING
FOR DANCE INDIA
DANCE PAGE
412 K
FACEBOOK FOLLOWING
FOR DANCE INDIA
DANCE PAGE

BUT…

In a country where dance is in our blood, the irony is
the self-consciousness of individuals suppresses the
inner dancer in everybody..
The socio-cultural tension:
“I want to dance, but am so conscious of making a fool of myself that I don’t do it.
after all I am not as good a dancer”

To help everyone liberate themselves from the
self-imposed tyranny on the dancer inside.
What is our purpose:
Dancing is not about being perfect, dancing is not about being skilled or knowing
many dance forms. Dancing is a form of self-expression, dancing is liberating
yourself from the self-conscious shackles one has imposed on themselves.
“So 7-up has taken on the task of democratizing dance from the stage to
impromptu, free-style, self-expressive everyday stage of life”
Being a transparent drink with a lemony “refresh” factor to it, next to water we are
best placed to serve the biological need of thirst pre, during or post an exhilarating
impromptu dance.
That is how through this everyday dance – we drive frequency of usage. This is the
form of dance we should try and own – as we are a high-frequency of consumption
desiring brand.

So if dance is in every Indian’s DNA & our task is to democratize
dance, then we cant have an SEC/beverage drinking TG!
What we need to have is…

Introducing the 7-UP, dance-on segmentation:

The liberators: The small but powerful segment of Indians who are aspiring dancers or are
closet-aspiring dancers, with a high-intent towards exhibitionism, embracing limelight & less
self-conscious. They might have been rejects of the several dance-shows that they tried-out
for, they might be just “mango-people” who do not want to take dance as a career, but they
still enjoy them. There is always that one person in a crowd, an celebratory occasion who
takes to the dance floor first. There are these people who do not think breaking into an
impromptu jig is equivalent to making a fool of themselves. They are exhibitionist-
expressionists who can liberate the more-conscious.
The waiting to be liberated: Those who are waiting to dance but are conscious. They are the
ones who wait for the first-one-on-the-dance-floor to start jiving and immediately follow
them. They are never the ones who break into a jog first, but once an example is set they
immediately follow and actually start with as much passion if not more than the liberators
themselves.
The reluctant rest: The highly self-conscious people who are terrified of making a fool of
themselves. They at times frown on those breaking into a jig as a defense mechanism. They
are the ones who usually are dragged by the others on to the dance floor and even then
reluctantly do a few steps, before trying to disappear off the floor quickly. They do love to
dance, these are the most in numbers and these are the ones whose inhibitions if we break,
our volumes shall rise too.

If these are our TG, what is our marketing task?:

themselves.
Todriveupliberation&
drive-downself-consciousness

If that is our Marketing task,
then what is our approach:

Liberators
Waiting to be liberated
Reluctant Rest
Our volumes are linked to massification and liberating the bottom of the pyramid

our marketing approach is:

Liberato
rs
Waitingtobe
liberated
ReluctantRest
Not just massification/democratization of our positioning, but intelligent
amplification – hence optimizing marketing spends.
Turn the consumer pyramid into a contagious loudspeaker for your brand platform
by instigating the adorers to influence the adopters & the available as well.

If we want to intelligently amplify & not just market,
then what is our process:

themselves.
To incentivize the” liberators” to set an example &
also instigate them to egg-on the “waiting to be
liberated” and together urge the “reluctant rest” to
shed their inhibitions & go ahead and dance-on.

If that is our process, what is our marcomm plan:

Liberators
Waitingtobeliberated
ReluctantRest
Marcomm plan – leading to calendar year of marketing

The insights to instigate them:

Insight:
“Well if there is enough of
a crowd doing this, maybe
I shall hide myself in the
crowd and do this. Maybe I
will open-up enough to
break into a jig. I need
assurnce that I wont make
a fool of myself”
Insight:
“I wait to be egged-
on or to be
prompted by
someone to let-go
off my inhibitions. If
there is somebody to
start I will follow
happily  “
Insight:
“I could not/ do not
want to get on to a
center-stage, but I
would love to have
stages accessible to
me, where I can
break into a jig on
the spur and show-
off my talents –
express myself”
Liberators Waiting to
be liberated
Reluctant
Rest
Give them their 5-minutes of
digital fame. Inter-link on-
ground to digital to give them
accessible platforms to break
into a jig and showcase
themselves to the world.
Incentivize others to spot them
& egg-them on. Most people
feel reluctant to do it
themselves, but love pushing
others to do it. Use this instinct
to turn people into digital-
spotters of impromptu jigs and
share the content.
Wake-them up and ask them to let go of
their inhibitions. Showcase to them how
the Liberator & the waiting to be
liberated have done it. Dedicate a day of
letting go of inhibitions.
Use their comfort-zones (Celebratory
occasions, parties etc; to egg-them on”

The strategic initiatives:

Populate your holding site (website & Facebook page):
Engagement first begins with having content on your digital-anchor (site/FB page).
Strategic engagement initiative 1:
Incentivize the “Liberator” to engage the “waiting to be liberated”
The disc-occasion: Disc’s are often one of the places that the person who wants to impress &
woo a prospect in the dating game. However most are afraid in a social-occasion to be unable to
dance well and make a fool of themselves.
Provocation: can we ask the liberators to contribute videos with dance moves and also some
“what to & what not to” dance tips while on a date and in a disc kind of a scenario?.
Mechanics of engagement:
Make 2/3 videos of the desired content – seed them on to YouTube – announce the contest to
the liberators (selected videos to be rewarded). Seed the manicured videos (with &-up logo &
appropriate messaging on to website & FB – drive engagement with “want to be liberated”.
Note: content generated can be from across the globe. Infact more foreigners contributing to the
content, the more buzz in consumption by Indian audience

Videos of the liberators can be used as per the 7-up segmentation showing a
dance move for the discotheque and also giving some nice advice.
Dance move is the 7-up thing, while the soft dance-dating advice is the
lemony twist.

Leverage seasonal occasions to drive engagement:
Strategic engagement initiative 2:
Incentivize the “Liberator” to engage the “waiting to be liberated”
The big-fat-Indian wedding occasion (November to December): Indian weddings are becoming more and more
splendorous. Brides are hiring wedding planners and moving heaven and earth to make a memorable spectacle of
their wedding day. The are in turn putting a lot of pressure on the Indian groom to do a lot more than Indian
grooms have traditionally done. The “couple dance” during the sangeet (a north Indian tradition now a lot of
south Indians are also infusing into their marriage to give it the ceremonial south-Indian weddings a lemony twist).
The would-be bride and groom would love some dance-sequence tips and theme tips etc; and would love to know
from other bride’s & groom’s who have gone through this before.
Provocation: can we ask the liberator couples (or individual bride & groom veterans) to contribute videos with
dance moves and also some “what to & what not to” dance tips for your own wedding?.
Mechanics of engagement:
Make 2/3 videos of the desired content – seed them on to Youtube – announce the contest to the liberators
(selected videos to be rewarded). Seed the manicured videos (with & 7-up logo & appropriate messaging on to
website & FB – drive engagement with “want to be liberated”.
Note: content generated can be from across the globe. Infact more foreigners contributing to the content, the
more buzz in consumption by Indian audience. Brides & grooms are looking for innovative ideas, hence video-
format-tips from both foreign as well as Indians would be lapped-up.

Infact the bridesmaids and the best men also put-up dance shows, dance dramas etc; during a big fat Indian
wedding. It’s almost like a dance-off, bristling with ladkey waaley VS Ladki waaley. Hence the same initiative
can be done for the baraatis as well and people can even share their wedding video dance clips.

Videos of a liberator as per the 7-up segmentation showing a dance move for
the wedding occasion and also giving some nice advice on do’s & don’t’s of a
wedding dance scenario..
Dance move is the 7-up thing, while the soft dance-dating advice is the
lemony twist.

Other strategic initiatives ( an engagement progression):

Create occasions:
Example – a camera on the road
connected to a super-large screen,
where if they do an imprpotu jig – it
will be reflected on the big screen.
That content goes to a digital platform
and a voting contest – most liked jigs
shall be featured in a huge video with
music composed by AR. Rahman &
directed by Prabhudeva etc;
Send the winners on a nation-wide
tour of dancing on the streets & urging
bystanders to do so too.
Product link: Demonstrate 7-up as the
perfect refreshing thrist-quencher for
the occasion.
Record footage of the exhausted
“jiggers’ (post jigging) sipping a 7-
up…make the world’s largest digital
commercial (most number of sips-
commercial)
Own occasions:
Generate a calendar of:
(1) Mass festivals – where dancing is natural: Durga Puja, Holi,
Ganesh Chaturthi and create engagement urging people to
break into a jig, celebrate people breaking into a jig and also
share footage of the same.
(2) Tap-into college fests to engage youth.
(3) Invade farm-house parties.
NOTE:
Create a home/specific location delivery-app & hotline. If people
order more than a certain quantity of 7-UP for the occasion, then
give them a DJ free and also promise them coverage and digital-
broadcast of the event.
Create and own a broadcast van (just like a news channel has – call it
the 7-up “dance-on” mobile.
Can we own IPL – best impromptu jigs in the stands contest.
Can we own most amazing post-win impromptu jigs contests.
Can we do impromptu-jigs contest for a free 7-up & merchandising
during college fests & first days?
be liberated
Reluctant
Rest

Most importantly:

be liberated
Reluctant
Rest
Can we create a “let go &
dance-on” day – which we
promote through an
insightful digital film about
how letting go and dancing
on the spur liberates you.
Can we at this stage (after
creating enough action
around the first two TG)
create a movement urging
people to unslave themselves
from the tyranny of self-
imposed inhibitions and
“dance-on”
Dance as liberation video content
generation can powered on social
media beautifully.

Why just be one-up, when you can be 7-up and
dance-on?
Howl

Consumer Engagement Strategy Provocation - 7up, Pepsico

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Consumer Engagement Strategy Provocation - 7up, Pepsico