When it comes to seafood pairings, most consumers more than likely first and foremost think of white wines that are light and won't overpower the delicate flavors of fish. Since 2014, 7UP has been promoting soda and seafood pairings. The brand's newest summer campaign is centered around 7UP Lemon-Lime and the fact that seafood naturally pairs well with the citrus flavors.
BBDO Vietnam and PepsiCo collaborated to emphasize the point that "Seafood needs 7UP Lemon-Lime" and created a series of videos featuring people getting mysteriously slapped if they ordered anything but 7UP.
While the campaign began as a series of unskippable ads on YouTube, the short, quirky clips were then compiled into a single video and broke national records in terms of views. From there, the viral campaign continued to take on a life of its own thanks to parody content.
Why This Trend Is Growing
- Soda and Seafood Pairings
- Disruptive innovation opportunity: Develop new soda flavors specifically designed to complement the flavors of seafood.
- Viral Marketing Campaigns
- Disruptive innovation opportunity: Create unique and engaging advertising techniques to attract attention and generate viral content.
- Parody Content Creation
- Disruptive innovation opportunity: Build a platform or service that facilitates the creation and sharing of parody content related to popular campaigns.
Industries Being Reshaped
- Beverage Industry
- Disruptive innovation opportunity: Develop new carbonated beverages that are specifically marketed for pairing with seafood dishes.
- Advertising Industry
- Disruptive innovation opportunity: Introduce innovative, attention-grabbing advertising techniques to create viral marketing campaigns.
- Content Creation Industry
- Disruptive innovation opportunity: Create platforms or services that empower users to easily create and share parody content related to popular campaigns.
