7up has unveiled its first major brand refresh in seven years.
The “vibrant” new pack design combines 7up’s “signature green” branding with “added zesty citrus tones”.
It will roll out across 7up and 7up Zero Sugar bottles and cans next month.
Owner PepsiCo will support the move with a multichannel “comedy-centric” marketing campaign, called ’New Get Up, Same 7up’.
The revamp signified a “refreshed strategic and creative north star for the brand that will inform all international programmes”, said PepsiCo.
Eric Melis, VP of global brand marketing for 7up, said: “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.”
It comes as rival Coca-Cola this week axed its 50-year-old tropical soft drinks brand Lilt, reintroducing it as Fanta Pineapple & Grapefruit.
Shoppers and celebrities soon took to Twitter in droves to mourn the death of Lilt.
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