7up unveils its first major brand refresh

PepsiCo-owned soft drink brand 7UP has unveiled its first major visual overhaul onto the market.

A new modern pack design is part of the brand’s aim to elevate its international positioning by bringing what it calls moments of ‘UPliftment’ to people’s lives.

As a first intervention, 7UP is introducing the new brand identity with the expression ‘New Get Up, Same 7UP’. The fresh visual maintains 7UP’s signature green colouring, with added “zesty citrus tones”. The new design will feature on 7UP and 7UP Zero Sugar bottles and cans, with the launch supported by a comedy-centric campaign across static, motion and digital assets starting in March.

Eric Melis, Vice President Global Brand Marketing at PepsiCo, commented “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.”

7UP’s new visual identity will be rolled out worldwide, in all markets starting with Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, UK, and all European markets.