7UP® x Festival Limited Time Offer packaging design : Case Study

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

7UP Festival Packaging Design
7UP Festival Packaging Design

Dabur Real Volo by Wow Design

What is WOW Design?
WOW Design is a Strategic Brand Design firm which has been the strength behind some of the major Brand Launches and Revamps in the country, and has been growing steadily under the able leadership of the powerful trio: Deepti Kshirsagar, Saswata Das and Saiprasad Karalkar. While it was Deepti’s brainchild fueled with creativity, it was Saswata who brought in majority of the clients and Sai who got in the best of talent, which helped lay down the strong foundations of the company. Each one of them has brought in the best industry expertise and experience to form a strategically strong, creatively fresh and technically perfect team. WOW Design, a private limited entity with a strength of approximately 40 employees, has won over the trust of its esteemed clients by its Thoughtfully Fresh approach. It’s known in the industry for its expertise in Brand Strategy, Visual Identity, Packaging, Retail and Space Design. WOW Design has been associated with the top FMCG majors in INDIA and International wiz:
JK Helen Curtis
Cavin Kare
Berger Paints
JYOTI Laboratories etc. to name a few. WOW design has been successful in implementing effective brand strategies in the NON – FMCG sectors in as well and has robust plans to extend its expertise into tapping the same in the coming years.

What was the brief given by Dabur?
The client’s brief was to extend the fruit equity of Real to the fizz category and target a new TG which was not directly being targeted by Real – the youth. It had to appeal to the target group including Males & Females, SEC A within the age group of 22-25 years living in the metro cities.

The TG looks for a drink with aspirational value and they consume the beverage as a mood enhancer, which helps them break from the monotonicity to elevate their mood. They have graduated from the Carbonated Soft Drink usage and need the fun of fizz in their drink along with tangible benefits. It is the format of the drink that is fruit & fizz which is a new appealing proposition that they want to try, also the variants is a trigger for usage due to the taste perception & exoticness of the berries.

This is a drink that gives the consumer a new tasty option of a fizzy drink with the goodness of fruits, an exotic treat that uplifts their mood. The core reason to believe was an offering with exotic fruits with the excitement of fizz from the house of Real.