Deutsch, The Richards Group Mix it Up for 7UP with Sir Mix-A-Lot, 2 Chainz and Grandmas

By Erik Oster Comment

Deutsch and The Richards Group launched a new campaign for 7UP, focusing on the soft drinks use as an ingredient in cocktails and baked goods.

A pair of 30-second broadcast spots from Deutsch are at the center of the campaign, entitled “Yacht” and “Granny.”

“Yacht” focuses on 7UP as the perfect addition for sangria with fresh fruit (perfect for when you’re raving at Burning Man after telling you wife you’re at a regional sales conference) or a white wine spritzer to sip while flirting with 2Chainz on his yacht.

“Granny,” meanwhile takes a look at 7UP as ideal for both an ingredient in lemon cake to kick up Pinochle night, or a mixed drink with whiskey for when you discover the friend whose funeral you attended is now an underground fighter. The absurd spots aim for humor but arrive…someplace else.
The Richards Group’s digital ads for the brand feature Sir Mix-A-Lot in a series of baking and cocktail creation videos called “Mixing with Sir Mix-A-Lot. Among the creations are a “Bubble Bundt” cake (presumably because the MC likes big bundts and can not lie) and “Mrs. Butterworth Be Jalapeño Business” cocktail.

“We didn’t need to look far to realize that people have been using 7UP as a component of their concoctions for decades. We wanted to acknowledge that truth and elevate all the ways in which consumers are enjoying our product,” 7UP director of marketing Kevin Brandvold said in a statement. “We’re excited that 7UP represents a trusted ingredient to our consumers, and this campaign really brings that idea to life.”

“I was excited to be a part of this campaign and put my own spin on some 7UP mixers,” added Sir Mix-a-Lot. “7UP is a classic ingredient for any great cocktail, but I think we brought a new freshness with our creations.”

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