7UP is introducing the 7UP SpiceIt Playlist in collaboration with Spotify, redefining the spicy food experience. This initiative, developed by Leo India and supported by research, integrates science, spice, music, and refreshment. Expanding on the Eat Spicy Food – Drink 7UP – Repeat campaign, this activation leverages the science of sound to enhance flavour perception, intensifying the experience of consuming spicy food.
To amplify the initiative, 7UP has released a digital campaign film featuring musician Anirudh Ravichander. Set in a music studio, the film depicts Anirudh searching for hot sauce and expressing the need for more spice upon finding the bottle empty. A friend, engaged with his phone, shows him a video explaining how fast-paced, high-pitched sounds can enhance the perception of spiciness. Anirudh then remixes the 7UP Super-Duper Refresher track by incorporating high-pitched elements before taking a bite. As he increases the volume, the spice intensity appears to rise. He then drinks a chilled 7UP and experiences refreshment. The film concludes with a close-up of Anirudh holding a 7UP can and looking into the camera, emphasising the brand’s refreshment appeal.
The campaign is inspired by research by Charles Spence, a renowned Oxford University scientist, whose study reveals that specific frequencies in music can amplify the perception of spice, making food taste even spicier.
The 7UP SpiceIt Playlist is a specially designed collection of tracks that enhances the sensory thrill of eating spicy food. Whether indulging in a plate of Andhra-style chicken, Chettinad curry, or fiery street food, the playlist promises to intensify the experience.
The campaign film will be amplified across TV, digital, outdoor, and social media. In addition to that, 7UP is also introducing limited, special-edition packs that will be available on e-commerce platforms in the last week of April. These packs feature QR codes that can be scanned to access the ‘7UP SpiceIt Playlist’ on Spotify, allowing consumers to enhance their spicy food experience anytime, anywhere. The brand will also be introducing engaging ways for consumers to experience the 7UP SpiceIt playlist.
Link to the ad campaign:
Talking about the campaign, Shailja Joshi, Category Lead, Cola and Flavours, PepsiCo India, said, “Spicy food is more than just a preference — it’s a way of life. At 7UP, we celebrate our love for spice, and through our association with Spotify, the ‘7UP SpiceIt Playlist,’ will enhance the way people enjoy their favourite fiery dishes. Both 7UP and Spotify are all about elevating experiences—whether it’s through refreshment or music—and this campaign brings the two together in an exciting way. This is yet another step in our commitment to make every spicy bite more enjoyable, with 7UP as the ultimate refreshment companion.”
“Music and food have always been a perfect duo, and the ‘7UP SpiceIt Playlist’ is a fresh take on this synergy, based on research that highlights the relevance of music in how we taste food. Both 7UP and Spotify are committed to creating immersive experiences, and this collaboration pushes creative boundaries, delivering a bold and fun consumer engagement,” said Sanketh Garimella, Director of Sales, Spotify India.
Anirudh Ravichander also added, “Music has the power to amp up every experience, and it’s exciting to see how it can even enhance the perception of spice. Remixing the 7UP Super-Duper Refresher track to bring this insight to life was a thrilling experience. 7UP has always been a part of our food moments, and this campaign makes it even more special for spicy food lovers.”
“7UP goes best with spicy food, so, when we learned of Prof. Charles’ study of how certain musical frequencies can intensify the taste of spicy food, we saw an opportunity to bring alive a unique experience. We collaborated with Prof. Charles and ace musician Anirudh to curated ‘7UP SpiceIt Playlist’ – a lineup of high-energy tracks designed to take your spicy meal to the next level. We then took this to Spotify and created a first of its kind experience that mixes music, food and super-duper refresher, 7UP,” said Vikram Pandey, Chief Creative Officer, Leo South Asia.
