7UP has launched a summer campaign in Saudi Arabia that reimagines Vanilla Ice’s Ice Ice Baby as Ice Ice Habibi, using a localised take on the track to promote the brand’s range of soft drinks.
Created by IMPACT BBDO following a regional pitch, the campaign centres on the idea that opening a can of 7UP transforms Saudi Arabia’s scorching summer into a snow-covered landscape. The creative uses the visual contrast between extreme heat and winter scenes to reinforce the brand’s refreshment proposition.
The campaign comprises three films, each spotlighting a different variant in the portfolio: 7UP Core, 7UP Mojito and 7UP Extra Fizz. Saudi artist and influencer Abu Hamdan stars across the films, encountering increasingly intense summer conditions before each product triggers its own cooling transformation.
The soundtrack also changes with each execution. While the Core film introduces Ice Ice Habibi, the Mojito version incorporates Cuban-Latino-inspired rhythms to reflect the product’s flavour profile, and the Extra Fizz execution features regional instrumentation for an authentically Saudi cultural expression that feels both fresh and instantly recognisable.
Dana Dababneh, Senior Marketing Director at PepsiCo, said: “Super Duper Refreshment 2.0 is about more than creating spectacle. It delivers a campaign rooted in genuine consumer insight and authentic cultural relevance. The team has created something that feels uniquely Saudi, with each product variant positioned as the true hero.”
Joe Abou-Khaled, Regional Executive Creative Director 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 was launched across television, digital, social, and online video platforms to run throughout the summer season across Saudi Arabia and reinforcing 7UP’s position as the drink that delivers when temperatures rise.
Brand: 7UP (PepsiCo) Creative agency: IMPACT BBDO