7UP's international rebrand looks to uplift with zesty citrus tones

7UP has introduced a new brand identity with a modern design that aims to elevate its international positioning that adds moments of ‘UPliftment’ to the everyday.

The new brand identity will come with the expression ‘New Get Up, Same 7UP’. The visual identity system - which marks the first major overhaul in over seven years - represents a design that better captures the brand essence, in keeping with its international platform. The design maintains 7UP’s iconic signature green coloring. 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 release said.

7UP’s new visual identity system will be rolled out worldwide from March 2023, in all markets starting with Bangladesh, China, Egypt, India, Ireland, Latin America, Pakistan, Saudi Arabia, UK and all European markets. 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, according to the release. 

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This comes as 7UP strives to offer light relief from the mundanities of daily life by bringing moments of UPliftment, positivity and surprise. This new design signifies a refreshed strategic and creative north star for the brand that will inform all international programmes moving forward.

To further celebrate its vibrant new look and distinctively zesty taste, 7UP will embody the universal language of comedy to bring moments of UPliftment to people’s lives in unexpected ways. The brand will also roll out its first consumer engagement platform in spring 2023 across all of its international activations, bringing unique experiences to people.

Mauro Porcini, SVP 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 and innovation team created a bright and confident visual identity system that will echo across cultures, regions, and languages, Porcini said, “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.”

Eric Melis, VP global brand marketing at 7UP, 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 center UPliftment within everything we do.”

With this announcement, 7UP is also showing its commitment to grow its 7Up Zero Sugar range and accelerate the reduction of added sugar across the brand portfolio to meet its consumers demands and preferences, Melis shared. “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.”

Internationally distributed by PepsiCo, 7UP is on a mission to reduce added sugars across its portfolio, helping them choose a balanced diet, without taste compromise, as part of the brand's commitment to inspire people to make better choices.

MARKETING-INTERACTIVE has reached out to PepsiCo for more information. 

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