challenge:
make a classic product new
7Up is one of America's oldest brands, and one of the reasons they've lasted is that they never stop asking how to stay relevant. 7Up asked Eventrex how they could grab the attention of busy New Yorkers and NYC tourists in a fun, fresh way for the launch of their latest initiative, 7Up Natural.
We created: the natural makeover
A 25 foot tall replica of 7up's signature green bottle, made entirely of organic materials and accompanied by celebrity host ty pennington.
Features
• 25-foot-tall custom topiary replica bottle was created
• The design's colors all came from natural plants like huckleberry greens, yellow chrysanthemums, and red carnations
• Ty Pennington, host of the hit TV show "Extreme Makeover" was on hand to talk to people
• Centrally located in Manhattan in Greeley Square, a popular tourist area
Amenities
• 10,000 free 7UP samples were handed out throughout the day
• For every can handed out, 7Up made a donation to the Fresh Air Fund
• Knowledgable brand ambassadors described how the classic product was getting a fresh "makeover"
