7Up’s international rebrand seeks to uplift consumers

Dive Brief:

7Up launched an international brand refresh today that is meant to boost its global positioning by focusing on relief from the mundanity of life, according a press release.
The rebrand includes a new look and tagline, “New Get Up, Same 7UP.” It represents the first brand overhaul in more than seven years. The design maintains its signature green color while also taking steps to highlight citrus elements.
The brand overhaul comes after similar citrus-flavored sodas look to break into a market long dominated by Coca-Cola offering Sprite. The new visual identity will begin to roll out worldwide in March 2023, beginning in Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, U.K. and all European markets.

Dive Insight:

As part of the international campaign, 7Up is looking to highlight moments of “UPliftment” from mundane daily tasks, which will serve as a creative touchpoint for the brand moving forward. The brand will also roll out its first consumer engagement platform in this spring across all of its international activations.

"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,” said Mauro Porcini, senior vice president and chief design officer at PepsiCo. 7Up is a Keurig Dr Pepper brand, but is handled internationally by PepsiCo.

The rebrand revolves around a new visual identity system that seeks to engage with consumers across cultures, regions and languages. Crafted by the PepsiCo Design & Innovation Team, the new design features the brand’s signature green with citrus hues and high-contrast lines that suggest upward energy, per the press release.

The soft drink is also using the rebrand as an opportunity to highlight its zero sugar option. According to the brand, 7Up Zero Sugar experienced double digit growth for the past two years and expanded into seven new markets over the past 12 months. The soda is now available in 76 markets worldwide.

The move by PepsiCo can been seen as an attempt to further dig itself into the citrus-soda market. In the United States, the marketer began rolling out Starry in early 2023. Starry, which is being largely focused on Gen Z, is PepsiCo’s latest attempt to get a piece of the Sprite pie. Starry was also recently made the official soft drink of the WNBA and the NBA.