7UP and Spotify take spice up a notch with 7UP SpiceIt Playlist

New Delhi: 7UP has launched its ‘7UP SpiceIt Playlist’ in collaboration with Spotify.

The playlist is conceptualised and executed by Leo India. The brand claims that the playlist is backed by research.

To amplify the initiative, 7UP has unveiled a new digital campaign film featuring the music artist Anirudh Ravichander. Set in a music studio, the film captures Ravichander reaching for a bottle of hot sauce, only to find it empty.

Disappointed, he remarks, “I need more spice.” His friend, engrossed in his phone, shows him a video on how fast-paced, high-pitched sounds can make food taste spicier. Intrigued, Anirudh remixes the 7UP Super-Duper Refresher track.

The TVC concludes with a close-up of Ravichander holding a 7UP can, and looking straight into the camera.

The campaign is inspired by research by Charles Spence, an Oxford University scientist, whose study reveals that specific frequencies in music can amplify the perception of spice, making food taste spicier.

The ‘7UP SpiceIt Playlist’ is a collection of tracks that enhance the sensory thrill of eating spicy food.

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.

Ravichander 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 Spence’s 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 Spence and Ravichander to curate ‘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.

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.

Watch the campaign film:

Watch the video: