To celebrate the spirit of Ramadan in Bangladesh, 7UP® embraced the single largest occasion of the year with its latest limited-edition packaging that fully reflected the themes of this auspicious period with green and gold packaging. Ramadan is one of the most important cultural occasions in the country, with families and friends coming together to feast each evening at the time of Iftar. 7UP is the CSD leader in Bangladesh, so it was important for the brand to embrace local relevance with Ramadan-specific designs and be a welcome addition to Iftar tables across the country.
To create a distinctive 7UP x Ramadan 2022 packaging design, the Design Team drew inspiration from the local motifs surrounding the occasion of Ramadan. A green substrate reflects the strong association with Ramadan and Bangladeshi culture, while anchoring the 7UP brand. And the design language was influenced by Islamic architecture, utilizing geometric symmetry and expanding to infinite patterns. Luxe gold tone and celestial design elements capture consumers’ initial attention. And a crescent moon and stars, which are culturally relevant icons of the Ramadan season, encircle the 7UP logo. Smaller red star accents subtly borrow from the 7UP logo color scheme, lending to brand recognition. And to really help the product shine, gems and stones were added atop these patterns.
The Design Team also created influencer kits that were sold via e-commerce channels, for in-home consumption and to increase brand love with consumers. Influencers (both paid and organic) received limited-edition packs containing two specially designed cans as part of their Ramadan gifts , and shared their joy with thousands of followers online. In addition to packaging, The Design Team also created a retail toolkit including all Point of Sale collateral to enhance the 7UP x Ramadan 2022 limited edition designs and enable the brand to stand out amongst competitors. The team’s visuals were also featured in A 7UP x Ramadan 2022 TV campaign and digital/ social platforms.
The 7UP x Ramadan campaign was well received, reaching 14.46 million people and garnering 22 total media stories (both print and online). Additionally supporting these efforts, 7UP collaborated with Prothom Alo, the leading Bangla language daily newspaper in the nation, to publish ‘Summer Cooler’ recipes under the campaign #IftaarWith7UP. These refreshing drink recipes were made and presented with the 7UP bottles in tow. This content was aired on TV (Nagorik TV) and shared on social platforms (Prothom Alo) and appreciated by viewers.
By the Pepsico Design And Innovation, India