YAP-YAXNA 7UP

We brought icy freshness into the middle of chilla

Client: 7UP
Category: Localization
Market: Uzbekistan
Lokals product: Localization Campaign, Creative Platform, Full Integrated Campaign
Scale: 1 country — Uzbekistan, 12 cities of presence
Year: 2026

01 / HOW IT LOOKED

Gallery of materials

02 / CHALLENGE

The business problem the client came with

We had to organize a loud launch for the new 7UP Mojito flavor in summer 2026 and make the brand synonymous with absolute refreshment. Our task was to take the global communication framework “Super Duper Refresher” and localize it — translate it into Uzbekistan’s cultural code, creating one creative ecosystem for the entire hot season.

Business pain:

Adapt the global concept so it would not feel like an artificial translation, but would resonate with the mindset of local youth.
Break through the advertising noise during the most aggressive summer period.
Create a platform that would work equally well in media, on the shelf and in real life.

03 / SOLUTION

The approach we proposed

We built the strategy around a local insight: during the Uzbek heat, chilla, the weather paralyzes life, puts plans on pause and decides for you how your day will go. We positioned 7UP as a “chilla-hack” that breaks the heat and gives you back control over summer. We localized the global message through a feature of the Uzbek language — emphatic word doubling — arriving at the concise message “YAP-YAXNA”, meaning “super refreshing”. On this basis, we launched a 360° campaign, strengthening it with unique audio branding and offline events.