This 7UP® x Festival Limited Time Offer packaging was developed to drive brand consumption during the Indian festival Dussehera. Dussehera is a festive period that is celebrated all over the country with unique dimensions throughout its different regions, and is the second largest period of consumption in the year. This festival is celebrated with prayers, foods, dance, music, and togetherness collectively known as Durga Pujo in the East and Navratri in the West.
The Design Team focused on making the brand’s famous Fido Dido™ character culturally relevant for the Indian Market by participating in the region’s biggest festival. To create these regionally-specific LTO packs, the team drew inspiration from notable cultural elements such as the ethnic clothing worn during the festival, adapting patterns and colors from traditional textile motifs used in both women’s saree and men’s kurta. Fido™ is shown doing the traditional Dandiya dance and playing dhak (an Indian drum) to bring the festivities to life on pack. The packaging design was used as an anchor point to develop other consumer touch points, including social media video content, retail tool kits, and outdoor campaign, influencer campaign, and more.
7UP x Festival LTO was a hit with consumers and stakeholders alike. This specially designed packaging made a significant impact on 7UP sales. In terms of social buzz, we had successful #Celebratewith7UP influencer activity, with a 1.46 million total engagement, with 1.28 million views, and 27.1 million followers. Ultimately, by regionalizing the character of Fido, we were able to tie the global brand power of 7UP to these deeply important cultural moments with this 7UP x Festival LTO.
By Pepsico Design And Innovation, India