Social media across South Asia and the Middle East sees snow-filled scenes in July, triggered by cracking open a can of 7UP.
As temperatures soar across cities like Mumbai, Dubai, Cairo, and Riyadh – where summer averages often exceed 38°C – 7UP is flipping the script with a frosty new campaign. Titled ‘7 Days of Super Duper Summer’, the initiative uses playful CGI snowstorms to bring visual refreshment to scorching urban landscapes.
Running from July 14 to July 20, the campaign sees social media feeds taken over by influencer-led videos showcasing snow falling in unexpected summer locations – rooftops in Dubai, busy Cairo markets, and India’s bustling cityscapes. The twist? Each snowy escape is triggered simply by opening a can of 7UP.
The campaign taps into recent 7UP consumer research, which shows that 81% of Indians feel rising temperatures slow down their daily routines, while nearly two-thirds of respondents across India, UAE, Saudi Arabia, and Egyptadmit they’d prefer being “covered in snow” on a hot day. In India, many combat the heat by sitting under fans or taking midday cold showers – underscoring the need for a refreshing break.
“With this activation, we’ve turned India’s hottest cities into playful, snow-filled escapes,” said Shailja Joshi, category lead, Cola & Flavours, PepsiCo India. “It’s bold, immersive, and joyful – everything 7UP stands for.”
Salman Butt, global senior marketing director at 7UP, added, “This campaign is about delivering a moment of sensory delight – a visual, emotional, and refreshing escape from extreme heat. 7UP is all about that Super Duper Refresher moment.”
The campaign will conclude with a global montage video on July 20, featuring snowy moments across seven cities – with one message: This summer, 7UP didn’t just show up. It snowed up.