The Richards Group Wants You to Drink More Cocktails With 7up in New Campaign

By Lindsay Rittenhouse 

The Richards Group recently debuted some fun and colorful ads around the new 7up Digital Bartender mobile website, which serves as a generator of recipes for more than 30 cocktails and mocktails using the Dr Pepper Snapple Group soda.

7up claims its new site is “the ultimate drink-crafting tool,” making it easy for users to “pour beverages worthy of a cocktail connoisseur from the comfort of your own home.” The brand crafted original cocktail recipes as well as spins on classic drinks like the Mojito and Manhattan.

How it works is, the 7up Digital Bartender conjures up drink recipes with step-by-step directions, visuals and videos, and users can even size their glasses up to the site’s in-screen graphic to determine the perfect pour. The mobile site is available to any smartphone user.


“The digital bartender showcases 7up’s versatility as a staple ingredient in classic cocktails and cocktails, and it is a tool we expect to build on throughout the year as we introduce new mixes,” Kevin Brandvold, 7up’s director of marketing, said in a statement.

The campaign from The Richards Group is called “Do More With 7up.” The ads, distributed in six- and 15-second spots, will run across digital and social including Facebook, Instagram, Pinterest and Snapchat.

Watch a few of the spots below: