7UP undergoes design overhaul

Beverage brand 7UP has announced a new design which is aimed at elevating its international positioning.

The new visual identity marks the first major overhaul in over seven years. It represents a design that better captures the brand essence, in keeping with its international platform, as per PepsiCo. The new look is inspired by the brand’s creation of moments of ‘Upliftment’.

“The design maintains 7UP’s iconic signature green colouring, which the world knows and loves. With added zesty citrus tones, it brings a vibrant, uplifting new feel to the design while still showcasing the freshness of its unique taste,” the statement read further.

According to Mauro Porcini, SVP and Chief Design Officer, PepsiCo, “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 and 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,” he added.

Eric Melis, VP-Global Brand Marketing, 7UP, also said, “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 centre 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,” he added.

As per PepsiCo, 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 in all markets starting with Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, UK, and all European markets.

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.

The beverage brand had also recently announced the roping in of actor Rashmika Mandanna as its brand ambassador. The collaboration was announced with a video that features Mandanna sealing the deal with 7UP’s Fido Dido as her Valentine while giving him a quick flying kiss.

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