To make 7UP more than just a refresher, we tapped into Oxford-backed gastrophysics research to co-create the 7UP Spice It Playlist — 15 tracks scientifically curated to amplify the perception of spice while eating. But science alone wasn’t enough. We made the experience tangible by embedding the playlist into real consumption moments — on Limited Edition 7UP cans, Pizza Hut boxes, and Swiggy, Instamart snack deliveries.
As part of the core creative team, I designed the Limited Edition Can — a key visual anchor of the campaign. Aesthetically, the design fused the fiery chaos of spice with the pulse of music and youth culture. Bold, vibrant, and whimsical characters brought the fizz and flavour of 7UP to life, creating a multi-sensory experience that felt playful, expressive, and unmistakably on-brand.
This wasn’t just a campaign — it was the creation of a new ritual where 7UP became the bridge between spice, sound, and refreshment.
