7-Up Campaign in Vietnam Looks to Make the Drink a Ritual With Seafood

With the market insight that seafood dishes go well with lemon or lime, 7UP, the “lemon-lime” beverage, has been focusing their communications on pairing the brand with seafood since 2014.

To turn this behavior into a ritual where consumers would instinctively choose 7UP to complement their favorite seafood meals, BBDO Vietnam and 7UP devised a campaign that delivered a simple message: “Seafood needs 7UP Lemon-Lime”.

The campaign launched with a series of “quirky un-skippable YouTube bumper ads” that reinforced this message, in comparison to other inseparable pairs of objects. The short videos were then combined into one clip and instantly broke the national record by being the #1 most-viewed YouTube Masthead in Vietnam, with nearly 5 million views in just one day.


The film also proved popular on social media with KOLs generating their own parody content, while consumers even applied the campaign message “…just like seafood needs 7up Lemon-Lime” into their everyday life situations, generating huge online buzz, said the brand in a release

This was followed with a second wave of tongue-in-cheek digital clips, where consumers, who ordered anything but 7up Lemon-Lime, got mysteriously slapped in the face – following a popular “slap” social trend in Vietnam.

With the help of celebrity Tran Thanh the three online clips quickly went viral, with the first one breaking another National record with over 4.7million views within just 24 hours.


“Slap”- Online Video series:


Advertiser: SuntoryPepsiCo Vietnam
Brand: 7UP
Snr. Vice President Marketing, SuntoryPepsiCo VN: Nguyễn Đình Toàn
Snr. Marketing Director – CSD, Suntory PepsiCo VN: Nguyễn Xuân Linh Trang
Marketing Manager, 7UP: Trần Thị Khánh Vân
Marketing Executive, 7UP: Nguyễn Trương Liêm

Ad Agency:
Agency: BBDO Vietnam
Managing Director: Giao Phan
Executive Creative Director: Andrew Chu
Creative Director: Nga Nguyen
Associate Creative Director: Hoang Nguyen
Creative Teams: Quoc Lam, Sang Huynh, Thang Nguyen, Binh Vu
Designers: Thanh Nguyen, MyLinh Huynh, Ngoc Nguyen
Planner: Mic Nguyen
Account Director: Quynh Anh Nguyen
Account Manager: Dung Luong
Agency Producer: Vy Nguyen

Media Agency:
Agency: Mindshare Viet Nam
Mindshare Leader: Shankar Rajagopal
Client Lead: Umesh Iyer
Associate Digital Director: Pham Thi Thuy Nga
Associate Planning Director: Vu Hai Anh
Buying Director: Tan Nguyen
Senior Buying Manager: Nga Nguyen
Digital Manager: Ngan Le
Digital Operation: Ngan Doan, Vinh Truong
Planning Executive: Ly Pham

‘X’ needs ‘Y’ Bumper Ads
Production House: Niềm Vui Việt
Director: Việt Cupid
Producer: Kenny Hồ
Project Manager: Tiến Bùi
Post House: Pixel Garden

‘Slap’ film series
Production House: BUM Entertainment
Director: Võ Thanh Hoà


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