Ad Campaigns
7UP launches limited edition throwback bottles
MUMBAI: Remember those good old days when rock-and-roll ruled the charts? When rotary phones were a fixture in every home? #Throwback is not just a hashtag but a reminder of the past; of times when cool had a different definition; when creative expression, retro designs, ‘flower power’ ruled the roost, and when Fido Dido was the man of the moment.
This summer, beverage brand 7Up is all set to take consumers on a trip down memory lane with its new campaign, 7Up Back to Cool. The lemon flavour presents consumers with a blast from the past, with the launch of six vintage deigns.
The limited-edition packaging is celebrating the spirit and soul of six different decades in history, starting from the 1950s and running through the 2000s.
Printed on the bottles, the 1950s slogan screams out ‘Sure Is Swell’, a popular slang of the decade; while the ‘Far Out Flavour’ slogan captures the essence of the 1960s. The 1970s are depicted through the ‘Get Down, 7UP’ slogan and ‘Clearly The Uncola’ takes centre stage on the bottle label inspired by the 1980s.The 1990s bottle sees ‘King of Cool’ Fido Dido take a break while lying in his hammock. Rounding off the pack of six is the 2000s’ ‘Timeless Taste’ bottle slogan, which exemplifies how the clear drink has remained a favourite over the decades.
The 7Up Vintage packaging is brought alive on screen through a TVC, conceptualised by creative agency BBDO, which shows the evolution of the different designs.
PepsiCo India associate director of flavours marketing Gaurav Verma says, “7Up is a brand which is inherently cool and has retained its personality through the decades. Through the limited edition 7Up Vintage packaging, we have once again taken a unique and ‘cool’ approach to connect with today’s generation. In the age of throwbacks and selfies, the 7Up Vintage bottles are the perfect representation of our Shelf to Media strategy and we are confident the new, limited edition packaging will truly make 7Up stand out on retail shelves.”
Excited about the launch, BBDO India chairman and chief creative officer Josy Paul adds, “These are collector’s items. Fido is the original daddy of cool! It’s so awesome that you want to own every one of these global vintage packs. And you want others to enjoy them to. How do you do that? With the 7UP Back to Cool promo offer! Now everyone has a chance to go back in time with a bottle of 7 Up! Nostalgia is cool!”
7Up has rolled out a 360-degree marketing plan with the launch of the TVC which will be supported by massive outdoor and digital surround. The edgy new PET bottles will be available to consumers across all modern and traditional outlets across the country.
The brand is also introducing limited-edition design merchandise, including bluetooth speakers, headphones, t-shirts and hoodies, notebooks, sippers and funky slap-bands inspired by the new packaging. Consumers will get a chance to win these merchandise through promo packs on select bottles only in Kerala, Karnataka, Tamil Nadu, Andhra Pradesh, Telangana and West Bengal.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
