PepsiCo’s 7UP has revealed a refreshed brand identity as it looks to elevate its international positioning with its ‘New Get Up, Same 7UP’ platform.
Through its vibrant new creative, the iconic lemon-lime soft drink brand will hope to bring what it calls moments of ‘UPliftment’ to people’s live through a comedy-centric campaign.
Launching in March, the new identity will be supported by an integrated global push, starting with Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, the UK, and all European markets.
“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,” PepsiCo senior vice-president and chief design officer, Mauro Porcini said.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“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.”
Marking the brand’s first major overhaul in seven years, a significant effort will also be made to promote its low sugar option 7UP Zero, in order to inspire its consumers to make better choices.
7UP vice-president of global brand marketing, Eric Melis 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.”
