7UP and Leo Thailand launch series of ‘Chill on Our Own Terms’ films with Nadech Kugimiya

7UP’s latest campaign, created by Leo Thailand, is repositioning itself in Thailand as the go-to beverage for instant chill, reminding consumers that even the most stressful moments can be flipped into feel-good ones with a can of 7UP.

The campaign features a series of playful films set in everyday, relatable scenarios: enduring an endless meeting at work, feeling bored at a laundromat, or waiting patiently in a shopping mall. Starring beloved Thai actor, Nadech Kugimiya, each spot serves as a reminder that no matter the scenario, the refreshing sound of a can of 7UP is all it takes to create much-needed moments of respite.

On 29th April, 7UP brought its new brand positioning to life with a surprise activation to promote its availability at 7-Eleven. Featuring Nadech himself relaxing at a pop-up booth in front of a 7-Eleven, fans could meet and hang out with their favorite actor simply by purchasing a can of 7UP to “Chill on Our Own Terms”.

“In the highly competitive carbonated soft drink market, standing out requires boldness. With this campaign, we’re taking a strategic step to establish a stronger foothold in untapped territory – millennials seeking moments of relaxation to balance their busy lifestyles,” said Anawat Sangkhasap, Chief Marketing Officer at 7UP in Thailand, part of Suntory PepsiCo Beverage Thailand.

Previously seen primarily as a functional beverage that pairs well with food, 7UP’s new brand platform has an emotionally aspirational message, inspired by research into what ‘unwinding’ really means for Thai consumers. The data revealed an interesting shift in behaviour: unwinding is no longer confined to one big moment at the end of the day. Instead, people now seek ‘mini-unwinding’ moments to alleviate stress between activities.

“In response to this insight, we wanted to position 7UP as a refreshing companion for these everyday moments, while shifting the brand towards a more premium space through every carefully crafted detail. Each execution visually exaggerates the chilled-out feeling you get with every sip of 7UP,” says Prasert Vijitpawan, Chief Creative Officer at Leo Thailand.

The ‘Chill on Our Own Terms’ brand platform is running from now until year-end. It includes a series of print and outdoor visuals featuring other relatable situations like being stuck in Bangkok traffic, reiterating the message that 7UP can help you to unwind – wherever you are.

In partnership with JOOX, 7UP is also launching the “AI Chill Playlist”, an interactive in-app feature on JOOX that lets users generate their own unique chill playlists from a curated database of over 1,000 songs. By answering fun questions about how they chill in different situations, users will receive a personalized playlist tailored to their vibe, shareable on social media.

Credits
Client: Suntory Pepsico Beverage Thailand
Chief Marketing Officer: Anawat Sangkhasap
Senior Brand Manager – Flavored CSD: Sirirat Temsukanan
Marketing Executive – Flavored CSD: Siriwan Rungsriban
Agency: Leo Thailand
Chief Executive Officer: Thipayachand Hasdin
Chief Creative Officer: Prasert Vijitpawan
Creative Director: Chaval Sindhusingha
Senior Copywriter: Peerapat kumsariruk
Senior Art Director: Thanawin Pummarin
Head of Strategic Planning: Doungjai Sawasdee Moyon
Associate Strategic Planning Director: Nuttapol Yamkaweetrakul
Strategic Planner: Puree Preyaprawat
General Manager: Sureeporn Kulchotehirun
Account Director: Suchanun Jeenpracha
Senior Account Executive: Thitisuda Puntuwong
Content Production Director: Kanokporn Sirisereee
Production and Post Production: The Phixer
Director: Paphangkorn Punchantarak
Executive Producer: Kochawan Plobyon
Assistant Director: Chatchanan Itthiamornlert
Production Manager: Nitthijira loetkuntham
DOP: Thrinnanon Samrej
Location manager: Thanapruk Khamsen
Art director: Wanlop Plumsee
Stylist: Pruk Jaitong
Casting Director: Sirinthip Chaowalit
Post producer: Kochawan Plobyon
Editor: Pattara Lertananta
Colorist: Chaitawat Thrisansri, Ultraviolet
CG/VFX: Ronnachai Changsri, Second Image Studio
VTR Artists: Prachaya Inmee, Suchada Boonsorn, Postini Studio
Sound engineer: Parnthep Puranasukon
Mechanic: Nutjarun Chapukdee, Maxhanic Co. Ltd.