With a certain irony, to the launch of 7Up's new summer campaign in the Canary Islands. The rhetoric accompanying the event is, as is almost always the case in these matters, a monument to good vibes and emotional connection. They speak of a "sincere and respectful tribute to the Canary Islands and each of its eight islands," of a "carefully conceived and created project." Pure rhetorical flourish to wrap up, ultimately, a marketing strategy, even if it is linked to the production on the islands of, presumably, private-label low-cost or hard-discount supermarkets, unlike its competitor, Coca-Cola.
That for 7Up (PepsiCo), the Canary Islands are a "very important market" isn't a coincidence or a platonic love affair with the archipelago. It's the result of decades of sales, of loyal consumers that now—and this is the most important point—they are seeking to reactivate and consolidate. The "need to do something special for them" is, no more and no less, the need to sell more, to stimulate consumption during a key time like summer. And to achieve this, there's nothing better than appealing to their identity, to that emotional connection that connects consumers to their homeland.
The list of icons depicted on the cans—Mount Teide, the guachinches, Roque Bentaiga, the Maspalomas Dunes, the architecture of Lanzarote, the dwarfs of La Palma, the Gomero whistle, the beaches—is a textbook of geographic marketing. A success, let's not deny it, for tapping into local pride. It's the business of nostalgia and belonging, bottled and ready for mass consumption.
The congratulations to the "PepsiCo team" and its "partner Ahembo, SL" are internal recognition of a strategy that, on paper, appears impeccable. Irma Idalia Navarro Valenzuela, Clara Barroso Merino, and Ida Vega are the leading figures in this orchestra of sensations and sales. The conceptualization and execution work that allows these cans to "reach points of sale to fill the summer with moments as refreshing and unique as 7Up." A phrase so poetic that it almost makes us forget we're talking about soft drinks and market share. In short, a well-orchestrated marketing operation that disguises the pure and simple commercial strategy with the patina of a moving tribute. Capital, once again, knowing how to caress people's souls to make the cash registers vibrate.
