337. 7-UP, “WHERE THERE’S ACTION” U.S.-Adapted Campaign, 1966-67

7-UP 'WHERE THERE'S ACTION', Campaign, Philippines (Top, 1966), U.S. (Bottom, 1965)

The 7-UP  “Where There’s Action” campaign  was launched in 1965, by J. Walter Thompson,  bannering the message that the drink has a “taste that’s fresh and frisky….with a quick-quenching action to make thirst quit!” The print ads featured young, active groups engaged in all kinds of fun, sporty and leisurely activities.

 LISTEN TO 7-UP'S 1965

'WHERE THERE'S ACTION' JINGLE:

In 1966, the U.S. campaign was adapted in the Philippines using local talents , but keeping the global design template including the typeface, copy, and visual vignettes. The Philippine version however, emphasize more on the bright, exhilarating feeling that comes with the refreshment that 7-UP brings in these action-packed social events.

7-UP PHILIPPINES, 'SKATING', PRINT, 1966

7-UP PHILIPPINES, 'JERKING', PRINT, 1966

7-UP PHILIPPINES, 'DRUMMING', PRINT, 1966

7-UP PHILIPPINES, 'TUG-OF-WAR', PRINT, 1966

“Where There’s Action” campaign was used until 1967, and the last few ads made use of American models possibly also provided for by the U.S. mother agency. The 7-UP campaign was later replaced by the world-fampus “UnCOLA” campaign that became a blockbuster success for many years.

7-UP AD FEATURING A FOREIGN TALENT, PRINT, 1967

SOURCES:

U.S. 7-Up Ads: www.ebay.com

7-Up “Where thre’s Action” jingle: https://www.youtube.com/watch?v=eUuHR5dlfV4