7up is a light and citrusy feel-good-soda that people feel good about drinking. It has all natural ingredients, no caffeine, and they use recycled materials in all their packaging. It's what your Mom gives you to drink when your sick and what you buy yourself when your feeling something light. In a category of heavy syrupy carbonated sodas, copy writer Dave Plafchan and I created a campaign that summed up this light and sunny spirit of the brand. Our campaign centered around two little birds, Lemon & Lime, who sailed through their troubles with a a bit of fun, 7up, and a reminder not to stress out to much 'cuse "It's all good".
