7UP BRINGS SNOW TO SAUDI SUMMERS WITH ‘ICE ICE HABIBI’

7UP has launched a striking new campaign in Saudi Arabia, reimagining Vanilla Ice’s classic track as ‘Ice Ice Habibi’. Created by IMPACT BBDO, the films depict how opening a can of 7UP transforms the desert heat into a snowy spectacle, starring Abu Hamdan across three product-led narratives.

7UP has unveiled a bold summer campaign in Saudi Arabia that turns the country’s sweltering climate into a frosty wonderland. Titled Ice Ice Habibi, the creative reworks Vanilla Ice’s iconic Ice Ice Baby into a localised anthem, aligning the brand’s refreshment credentials with a playful cultural twist.  

Developed by IMPACT BBDO following a regional pitch, the campaign hinges on a simple yet striking idea: the act of opening a can of 7UP instantly cools down the oppressive heat, transforming the landscape into a snow-covered spectacle. This visual contrast between desert sun and winter chill underscores the brand’s promise of instant refreshment, while offering audiences a memorable sensory escape.  

The campaign is brought to life through three films, each dedicated to a different variant in the 7UP portfolio: Core, Mojito and Extra Fizz. In each execution, Saudi artist and influencer Abu Hamdan takes centre stage, navigating increasingly intense summer conditions before the product delivers its cooling transformation. His presence adds local resonance and ensures the films connect with younger audiences who value both style and relatability.  

By blending music, humour and striking visuals, Ice Ice Habibi positions 7UP as more than just a beverage—it becomes a cultural moment. The reimagined track provides a catchy hook that bridges global pop culture with regional identity, while the snowy imagery offers a refreshing metaphor for the brand’s cooling effect. The campaign’s playful tone ensures strong recall, while its multi-variant focus highlights the breadth of the 7UP range.  

Strategically, the initiative reflects PepsiCo’s broader ambition to energise its brands through creative storytelling that transcends functional messaging. In a market where summer temperatures often exceed 40°C, the promise of instant coolness resonates strongly, making the campaign both timely and impactful. The decision to anchor the narrative in music and local talent further strengthens its cultural relevance, ensuring it cuts through the clutter of conventional beverage advertising.  

As Saudi consumers seek ways to beat the heat, 7UP’s snowy spectacle offers a refreshing escape that is both imaginative and relatable. With Ice Ice Habibi, the brand has crafted a campaign that not only entertains but reinforces its identity as the drink that cools, excites and connects across cultures.