How 7Up Turned a Leaked Product into a PR Win
In the fast-paced world of product launches, unexpected leaks can be a nightmare-or an opportunity. 7Up recently faced such a challenge when an influencer prematurely revealed its latest limited-time flavor: the 7Up Shirley Temple. Rather than letting the leak derail their carefully crafted PR strategy, the brand adapted and transformed it into a successful campaign. Here’s how they did it.
The Nostalgic Spark Behind the Product
The decision to introduce a canned Shirley Temple wasn’t random. 7Up noticed that a recipe for the classic childhood mocktail-traditionally made with lemon-lime soda, grenadine, and a cherry-was the most popular on their website. Recognizing this as a cultural opportunity, the brand crafted a campaign centered around nostalgia, inviting adults to “return to the kids’ table” and relive a piece of their childhood during the holiday season.
The Leak That Sparked a Viral Moment
Before the official campaign launch, Snackolator, an influencer known for sharing new snack releases, leaked the news of the 7Up Shirley Temple. The company insists that this wasn’t a planned stunt, and it remains unclear how the influencer got the scoop. However, instead of panicking, 7Up pivoted to capitalize on the sudden surge in public interest.
Turning a Setback into Strategy
Rather than trying to suppress the leak, 7Up leaned into the buzz it generated. The influencer’s post received over 415,000 likes, creating organic excitement before any official announcements. Seeing the opportunity, the brand amplified this momentum through strategic media outreach, securing features in top-tier outlets like Delish, Eater, Food & Wine, the New York Post, People, and USA Today. Even the Today show’s anchors tried the drink on air, boosting its visibility.
A Multi-Faceted PR Approach
To further solidify the product’s appeal, 7Up hosted an exclusive tasting event at Serendipity 3 in Times Square. Key food and lifestyle editors from outlets such as Good Housekeeping, Allrecipes, and Tasting Table were invited to experience the drink firsthand.
Additionally, 7Up partnered with Melissa Ben-Ishay, cofounder of Baked by Melissa, to develop a bundt cake recipe incorporating the Shirley Temple soda. Ben-Ishay not only created content around the drink but also participated in interviews and shared promotional material across her social media platforms. Her involvement added credibility and excitement, reinforcing the nostalgic, playful theme of the campaign.
Despite the initial hiccup, the campaign turned into a massive win. The Shirley Temple launch resonated with audiences, generating widespread media coverage and reinforcing 7Up’s ability to blend innovation with cultural trends. As Allie Hartman, Keurig Dr Pepper’s Manager of Media and Cultural Marketing, put it: “The viral success of the 7Up Shirley Temple… is a testament to the timeless appeal of the 7Up brand and its ability to connect with consumers through innovation that resonates with culture.” Couldn’t have said it better myself.