PepsiCo, the American multinational food, snack and beverage corporation headquartered in New York, announced redesigning its 7UP aluminium cans for the first time in seven years. The brand's new positioning statement, 'UPliftment to the everyday', denotes a revised strategic and creative north star for the company to guide all future worldwide activities.
The new design will be implemented for both 7UP and 7UP Zero Sugar. The unique appearance draws on the flat design path the company had already taken, but now the '7' has been given a thick extrusion that nicely links in with the brand name and positioning.
"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," said Eric Melis, Vice President of Global Brand Marketing at PepsiCo.
With its new, humorous branding, which goes by the catchphrase "New Get Up, Same 7UP," it claims to give consumers moments of UPliftment, positivity and surprise. The branding is anticipated to launch in South American and European markets first with the United Kingdom, United States, Ireland, Pakistan, Saudi Arabia, Bangladesh, India, China, and Egypt.
The PepsiCo Design & Innovation Team developed a bold and assured visual brand system that will resonate across cultures, locales, and languages. The new visual identity system will keep the old designs' green colouring while adding "zesty lemony tones" for more vitality. A multi-touchpoint campaign will debut across static, motion, and digital assets. In spring, the brand will launch its first platform for customer participation across all its foreign 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. The PepsiCo Design & 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,” said Mauro Porcini, SVP and chief design officer at PepsiCo.
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