HOW WE 'UPLIFTED'
AN ENTIRE
SUMMER.
Six weeks. One food market. Thousands of people who stopped saying “just a mixer.”
THE CHALLENGE
7UP had a problem most brands would envy: everyone knew them, but nobody really saw them.
Fresh off a rebrand, they needed to shift from being the thing you pour into something else to being the drink that makes food better. The audience? Young, urban, skeptical of anything that tries too hard.
The brief was simple on paper: “Uplift your summer.” Make 7UP feel essential to the best moments of the season, not just present in them.
THE APPROACH
We didn't pitch them a summer campaign. We pitched them a food movement.
Eatyard was already Dublin's most credible food destination. Young crowds, diverse traders, genuine culture. We saw an opportunity to make 7UP part of the fabric of the place, not just a sponsor logo on a banner.
The strategy centered on three pillars: authentic food pairings that actually worked, cultural credibility through the right partnerships, and content that made people who weren't there feel like they missed out.
Six weeks. Multiple events. Real chefs. Real drinks. Real reasons for 7UP to be there.
THE WORK
7UP Summer Sessions at Eatyard Motel
We transformed Eatyard into a 7UP playground without making it feel like an ad. Guest chefs created dishes specifically designed to pair with 7UP cocktails and mocktails. Cultural partners brought music, art, and atmosphere.
Each week had a different theme, different traders, different reasons to show up. Food pairings ranged from Thai street food to Mexican BBQ, all elevated with 7UP-based drinks that proved citrus and carbonation could do more than sit in the background.
Content That Traveled
The experience was designed to be photographed, shared, and envied. Influencer partnerships weren't about posting and ghosting. We embedded them in the events, made them part of the story, gave them something worth talking about beyond a paycheck.
Newsletter takeovers, social amplification across Eatyard's channels and ours, behind-the-scenes content with the chefs. Every piece reinforced the same message: 7UP makes summer food better.
THE RESULTS
The numbers told one story: thousands attended, content reached hundreds of thousands, social engagement spiked.
The real result was simpler: people started seeing 7UP differently.
Traders at Eatyard kept 7UP on their menus after the campaign ended. Guests asked for the drinks by name. The brand went from “that thing in the fridge” to “that thing that made the meal.”
7UP became part of how Dublin ate and drank through summer. They sponsored the season and owned it.
“Great experiential connects with those who experience it. Content amplification makes its reach immense. But it's all down to how the brand shows up.”
— Andrew Casey, CEO, Headcase