The Richards Group Keeps 7UP In the Mix

In a play for new customers, The Uncola is mixing it up with Sir Mix-a-Lot and 2 Chainz.

The Dr. Pepper-owned brand is also making a strong play to be the mixer of choice for fans of adult beverages. It’s an interesting twist to take a back seat to spirits, and one that could pay huge dividends.

The following recipe videos were made by The Richards Group and the legendary recording artist. Sir Mix-a-Lot said, “7UP is a classic ingredient for any great cocktail, but I think we brought a new freshness with our creations.”

A new TV spot featuring 2 Chainz is also part of the larger “Mix it Up” campaign. Sadly, the TV (from Deutsch) is uninspired.

Is anyone surprised that the online components of this campaign are notably better than the TV? No one should be surprised. TV is expensive to make and to run. Video is not; therefore, you can take greater creative risks with video.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.