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TEENAGE FRESHNESS. 7UP.
Sprite owned teenage cool. 7UP felt like a drink for people over 35, something adults recommended when your stomach hurt.
Trying to win over teenagers would only turn 7UP into a weaker Sprite.
So I made it about feeling like a teenager long after adolescence was over.
For generations, Argentine students have celebrated finishing high school with a trip to Bariloche, Patagonia.
The last great shared ritual of Argentine adolescence became the heart of the story.
In football-obsessed Argentina, “Promoción 88, que no se corte” (“Class of ’88, never cut loose”) became part of popular culture without a football in sight.
People didn’t just remember the commercial. They used it to remember themselves.
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