7UP asked us to conduct an audit on how refreshments were being used by brands in key markets: the United Kingdom, Mexico, India, Saudi Arabia, and Pakistan. We used various platforms, including PhantomBuster, Talkwalker, and Stylus, to gather and analyze data. By scraping over 3,000 recent Instagram posts from globally diverse beverage brands, scanning news, print, and social media mentions, and analyzing trend reports, we were able to translate and understand how "refreshment" was being used by brands, in the media, and by consumers.

Using these insights, we developed communication narratives tailored to each key market. For example, in India, where functional beverages are popular, we emphasized health benefits and hydration. In Mexico, we focused on the importance of refreshment during cultural moments and celebrations. In Saudi Arabia, we highlighted refreshment as a fun, non-alcoholic option. By understanding local trends and consumer preferences, we crafted messaging that ties into beverage trends and local insights in a way that feels authentic and resonates with each audience. This approach ensures that 7UP's communication about refreshment is relevant and impactful across diverse markets.