Mumbai: As the mercury rises, 7UP® is turning the summer heat into a refreshingly cool experience with its latest campaign, ‘7 Days of Super Duper Summer’. The global beverage brand has rolled out an imaginative digital stunt using CGI to bring snowstorms to some of the world’s hottest cities — including Mumbai, Dubai, Cairo, and Riyadh — delivering a visual burst of icy delight to beat the heat.
Rooted in new global research commissioned by 7UP®, the campaign highlights that over 81% of Indians say daily tasks take significantly longer in extreme heat. With temperatures reaching 38°C and above, nearly 79% of Indian respondents admitted they’d rather be covered in snow than deal with the heat — a sentiment echoed across other hot-weather markets.
Commenting on the announcement, Shailja Joshi, Category Lead, Cola and Flavours, PepsiCo India said, “7UP®️ has always been about creating refreshing moments that delight the senses — through flavour, sound, and now, visuals. After a phenomenal response to our sonic identity, we wanted to bring alive our Super Duper Refreshment proposition in a way that’s bold, immersive, and distinctly 7UP®️. With this activation, we’ve flipped the script on summer by turning India’s hottest cities into playful, snow-filled escapes —It’s imaginative, spontaneous, and joyful — everything 7UP®️ stands for, delivered in a way that deeply connects with today’s generation.”
From July 14 to 20, 7UP® is partnering with influencers across South Asia and the Middle East to share surreal, cinematic reels where opening a can of 7UP® unleashes a sudden snowfall — transforming everyday summer scenes like a rooftop in Dubai or a market in Cairo. In India, local landmarks were given a frosty twist, bringing the campaign’s central message to life: 7UP® didn’t just show up this summer — it snowed up.
Salman Butt, Global Senior Marketing Director at 7UP®, who commissioned the research commented, “The physical impact of extreme heat on our bodies cannot be underestimated, but sometimes a refreshing break is all we need to get back to normal. Whether it’s a moment to reset during a busy day or a way to cool yourself down, 7UP® delivers the ultimate, Super Duper Refresher to those across the globe. As for the social activation, we wanted to do something that not only made people laugh or share, but also made them feel refreshed in the moment. This is what 7UP® stands for — a burst of freshness, fun, and refreshment in a world that can feel a little too hot.”
This campaign follows the success of 7UP®’s sonic identity launch and continues the brand’s push into multi-sensory storytelling, combining sound, taste, and visuals. The week-long activation will culminate on July 20 with a global montage film showcasing all seven snow-drenched cities, cementing 7UP®’s position as the ultimate summer refresher.
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