7UP® Spreads Moments of Upliftment With International Positioning and Refreshing New Brand Identity
Today, 7UP® is happy to reveal a brand-new, contemporary design that adds moments of “UPliftment” to the daily while also elevating its international positioning. 7UP is on a mission to bring moments of UPliftment, happiness, and surprise to offer light reprieve from the tedium of everyday living. With this statement, the brand has a new strategic and creative north star that will guide all future foreign activities.
With the slogan “New Get Up, Same 7UP,” 7UP is unveiling its new brand identity as a first intervention. The brand-new visual identity system, which is the first significant update in more than seven years, reflects a design that more accurately expresses the core of the company in line with its global platform. The famous and well-loved green colour of 7UP is still present in the design. With the addition of zingy citrus tones, it gives the design a fresh, upbeat sensation while preserving the originality of its flavor. Beginning in March 2023, a multi-touchpoint campaign centered on humour will be used to activate the new design, which will be shown on 7UP and 7UP Zero Sugar bottles and cans.
SVP & Chief Design Officer at PepsiCo Mauro Porcini stated: “UPliftment is a notion that resonates with consumers across the globe.” The production of moments of UPliftment by the company throughout its history served as the primary source of inspiration for our new 7UP visual identity. A bold and assured visual brand system was developed by the PepsiCo Design & Innovation Team to resonate across languages, cultures, and geographies. The new 7UP has the vivid green that has become synonymous with the brand, but it also has additional citrus hues and sharp, high-contrast lines that convey a feeling of upbeat energy.
Comedy has the power to quickly uplift people, which is why 7UP will embody the universal language of comedy to bring moments of UPliftment to people’s life in unexpected ways to celebrate its vivid new look and distinctively zesty taste. In order to improve the brand’s UPliftment positioning, all of its international activations will implement the first consumer interaction platform in the spring of 2023, providing consumers with one-of-a-kind experiences.
We’re pleased to highlight our global positioning and showcase our visual identity system to the globe, said Eric Melis, vice president of global brand marketing at PepsiCo. It feels natural for us to advance this narrative and place UPliftment at the center of everything we do because 7UP has always offered consumers refreshing UPliftment through consumption. With this announcement, we are also demonstrating our commitment to expanding the 7Up Zero Sugar line and accelerating the removal of added sugar from the whole brand portfolio in order to satisfy the needs and preferences of our customers. We have a single brand with two excellent product lines, and we can’t wait for people to find out what else we have in store.
7UP is working to minimize added sugars throughout its portfolio as part of its commitment to encouraging consumers to make healthier decisions. This will enable consumers to choose a balanced diet without sacrificing taste. With two years of significant double-digit growth, 7UP Zero Sugar is one of the soft drink categories fastest-growing beverages. It is now accessible in 76 markets worldwide after being introduced in seven new markets during the past 12 months.
Beginning in March 2023, 7UP will launch its new visual identity throughout all markets, beginning with Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, the UK, and all of Europe.
