PepsiCo soft drinks brand 7UP has unveiled a new packaging design to elevate its international positioning.
The brand identity is being introduced with the expression ‘New Get Up, Same 7UP’, and is the first major overhaul in over seven years.
Maintaining the beverages iconic green colouring, the new design will be visible on 7UP and 7UP Zero Sugar bottles and cans.
This will be activated through a multi-touchpoint comedy-centric campaign across static, motion and digital assets from next month.
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“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,” PepsiCo SVP and chief design officer, Mauro Porcini said.
“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.”
7UP VP global brand marketing, Eric Melis 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.”
This comes as 7UP looks to reduce added sugars across its portfolio, “to meet our consumer demands and preferences”.
Melis added: “We’ve got one brand with two great products offerings, and we can’t wait for the world to see what else we have planned.”
