LEMON PATTALAM
Integrated Campaign
From test cricket to one dayers to 20:20, the trend was right for 7UP to introduce the shortest form of the game ever, with 7 overs, 7 balls and 7 players. This fun form of rubber ball cricket was called 7UP Lemon Pattalam or cricket with a lemony twist. The winning team got a chance to play Pattalam cricket, with the Chennai Super Kings!
This game had an instant connect with the youth. Within 2 months, 21,000 youngsters (3000 teams) participated across 32 cities in league matches. Another 1,30,000 came out to support their teams. The incremental sales of 7UP went up to 20.8 million cases, increasing the market share up by 30%.
