Singapore, 23^rd August 2007 - Breaking from 8th August on prime Orchard Road, Pepsico Beverages International launched a thematic campaign on JCDecaux Streetside Network as part of an extension to a global initiative launching 7UP and Fido's fresh new look and brand personality.

Targeted at teens to young adults, and anyone who is young at heart, who are free-spirited and enjoy the simple pleasure of a refreshing drink with friends, the campaign communicates a renewed playfulness and spontaniety that promises "uplifting refreshment" whenever or wherever it's "hot". Pepsico hopes that this updated proposition will allow Fido and the brand to forge a deeper connection with its target audience and lead to a product that is very much a part of that youthful experience marked by optimism and individualism.

The outdoor campaign located at the bus shelter outside Scotts DFS has giant ice cubes covering the entire roof top and vinyl stickers wrapping the pillars and 12-sheet light boxes depicting the 7UP trademark logo. The creative was, developed by the global team of BBDO, based on the big idea that Fido and 7UP bring unexpected refreshment whenever and wherever it's "hot", however only key ideas were adapted and applied to relevant local touch points in Singapore. The outdoor element is complemented by online and an on-ground promotion where people could stand to win seven units of LG 42" LCD TVs. In addition, 7UP also connects youths across the world on a share interactive platform via this website www.7UPworld.com.

Frances Alvarado, Account Manager of BBDO Singapore comments, "Outdoor is perfect for a campaign that promises "Unexpected Refreshment", especially in sunny Singapore. By creating an arresting outdoor display topped with ice cubes and an active Fido, we're looking at maximising the thirst factor linked with 7UP. Of course, location is also a key factor as the prime DFS Scotts bus shelter is located in close proximity to youth hangouts such as Far East Plaza."

The campaign was planned by Mindshare Singapore while BBDO oversaw the creative.