PepsiCo has confirmed it is axing its poor-selling Diet 7-Up brand in the UK and launching its replacement 7-Up Light with a 5m marketing campaign (MW last week).
Diet 7-Up accounts for about 25 per cent of the lemon and lime drink’s sales. The launch of 7-Up Light will coincide with a worldwide revamp of the can.
The new drink, which has a stronger taste, will enter the UK market in early August, backed by a 2m push through Abbott Mead Vickers.BBDO. PepsiCo is expecting sales of the no-sugar drink to increase by as much as 50 per cent after the reformulation.
“This product is exceptionally strong tasting. In taste tests it beat Diet 7-Up across the board,” says Soren Mills, PepsiCo marketing manager for flavours, who has overseen the revamp.he says PepsiCo’s research shows the no-sugar sector, which accounts for 30 per cent of carbonate sales, is set for rapid growth.
Mills adds that the “Light” name is specific to 7-Up and will not replace “Diet” on other PepsiCo brands.
7-Up Light is the second soft drink relaunch by PepsiCo in the past two months. Mills also oversaw the 4m relaunch and reformulation of the ailing Liptonice lemon iced tea brand (MW May 26).