7UP OFFERS ‘MOMENTS OF ‘UPLIFTMENT’ WITH BRAND NEW BRAND REFRESH
Soft beverage brand 7UP has announced new branding, with the aim of bringing a refreshingly modern design that adds moments of ‘UPliftment’ to everyday life.
According to a statement from the brand, it is “on a mission to offer light relief from the mundanities of daily life by bringing moments of UPliftment, positivity and surprise”.
Initially, 7UP will introduce a new brand identity with the expression ‘New Get Up, Same 7UP’.
The new look – which marks the first major overhaul in over seven years – represents a design that better captures the brand essence, in keeping with its international platform, the company said.
The design maintains the beverage brand’s iconic signature green coloring, but with added zesty citrus tones. This is said to bring a “vibrant, uplifting new feel to the design while still showcasing the freshness of its unique taste”.
The company, which is owned by Pepsi Co, added that the new design will be visible on 7UP and 7UP Zero Sugar bottles and cans, and will be activated through a multi-touchpoint comedy-centric campaign across static, motion and digital assets starting March 2023.
This comedy link up is said to highlight the synergy between comedy, which “has the ability to instantly make people feel uplifted, and the fizzy drink. So, to celebrate its vibrant new look and distinctively zesty taste, 7UP says it “will embody the universal language of comedy to bring moments of UPliftment to people’s lives in unexpected ways”.
To strengthen the brand’s UPliftment positioning, it will roll out its first consumer engagement platform in Spring 2023 across all of its international activations, bringing unique experiences to people, the company added.
Mauro Porcini, SVP & chief design officer of PepsiCo, which owns 7UP, said: “UPliftment is a concept that resonates with people globally. Our new visual identity for 7UP was inspired first and foremost by the brand’s creation of moments of UPliftment throughout its history.
“The PepsiCo Design & Innovation Team created a bright and confident visual identity system that will echo across cultures, regions, and languages. The new 7UP features the brand’s signature punchy green, but with added citrus hues and distinct high-contrast lines that portray a feeling of upward energy.”
Eric Melis, Vice President Global Brand Marketing at PepsiCo, added: “We’re excited to shine a light on our international positioning and reveal our visual identity system to the world. 7UP has always provided people with refreshing UPliftment through consumption and that’s why it feels like a natural fit for us to drive this narrative forward and center UPliftment within everything we do. With this announcement, we are also showing our commitment to grow our 7Up Zero Sugar range and accelerate the reduction of added sugar across the brand portfolio to meet our consumers demands and preferences. We’ve got one brand with two great product offerings, and we can’t wait for the world to see what else we have planned.”
In addition to the brand refresh, 7UP is committed to inspiring people to make better choices, and is on a mission to reduce added sugars across its portfolio.
7UP says its Zero Sugar is one of the fastest-growing beverages in the soft drinks category, delivering strong double-digit growth two years in a row. Having launched in seven new markets in the last 12 months, it is currently available in 76 markets around the world.
7UP’s new visual identity system will be rolled out worldwide from March 2023, in all markets starting with Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, UK, and all European markets*.
* 7UP is a trademark of PepsiCo for all international markets excluding the US
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