7UP, a trademark of PepsiCo for all international markets excluding the United States, announced a new modern design while elevating its international positioning that adds moments of “UPliftment.” This announcement signifies a refreshed strategic and creative north star for the brand that will inform all international programs moving forward, the company says.
As a first intervention, 7UP is introducing the new brand identity with the expression “New Get Up, Same 7UP.” The fresh visual identity system, which marks the first major overhaul in more than seven years, represents a design that better captures the brand essence, in keeping with its international platform, the company says.
The design maintains 7UP’s signature green coloring, with added zesty citrus tones, it brings a vibrant, uplifting new feel to the design, the company says. 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 in March starting with Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, UK, and all European markets.
Mauro Porcini, senior vice president and chief design officer of PepsiCo, 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.”
7UP will embody the universal language of comedy to bring moments of UPliftment to people’s lives in unexpected ways, it says. To strengthen the brand’s UPliftment positioning, it will roll out its first consumer engagement platform this spring across all of its international activations.
Eric Melis, vice president of global brand marketing at PepsiCo, commented: “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.”
