7UP Turns Saudi's Summer Heat Into a Winter Wonderland

We all know the famous chorus, but we’ve never heard the regionally relevant version. Until now. 7UP and IMPACT BBDO, following a competitive regional pitch, have launched a fun campaign that sets a new standard for refreshment storytelling in Saudi Arabia, and positions 7UP as the definitive answer to summer heat through a distinctly local lens.

At the heart of the creative lies a profound understanding of Saudi culture and consumer behaviour: when a can of 7UP is opened and enjoyed, the blazing Saudi landscape transforms into a winter wonderland, where streets, buildings, and entire environments are blanketed in snow. This striking visual metaphor delivers the ultimate cooling sensation and creates an entertainment-driven cultural moment that resonates deeply with local audiences.

The campaign unfolds across three distinct films, each strategically designed around one of 7UP's key variants: 7UP Core, 7UP Mojito, and 7UP Extra Fizz. By placing product attributes at the forefront, each execution tells its own story while reinforcing the brand's range and innovation. Saudi artist and influencer Abu Hamdan anchors the campaign, encountering increasingly intense summer scenarios before unlocking the cooling power of 7UP. His journey showcases each variant's unique appeal, from the core refresh to the Mojito's tropical twist to the Extra Fizz's electrifying punch.

The campaign's soundtrack signature brings a distinctly Saudi flavour to a global moment. 'Ice Ice Habibi,' a reimagined version of the iconic 'Ice Ice Baby,' takes on unique character across each film. The Core execution introduces the campaign's signature interpretation, while the Mojito film infuses the track with vibrant Cuban-Latino rhythms inspired by the variant's flavour profile. The Extra Fizz film dials up the energy through regional instrumentation, creating an authentically Saudi cultural expression that feels both fresh and instantly recognisable.

"Super Duper Refreshment 2.0 is about more than creating spectacle. It delivers a campaign rooted in genuine consumer insight and authentic cultural relevance," said Dana Dababneh, senior marketing director, PepsiCo. "The team has created something that feels uniquely Saudi, with each product variant positioned as the true hero."

​Joe Abou-Khaled, regional ECD at IMPACT BBDO, added, "Our long-standing relationship with the brand and deep understanding of the market allowed us to root the idea in Saudi culture while making product attributes the centrepiece. This is what happens when creative excellence meets genuine regional expertise."

The campaign launched across television, digital, social, and online video platforms throughout the summer season, bringing refreshing entertainment to audiences across Saudi Arabia and reinforcing 7UP's position as the drink that delivers when temperatures rise.