PepsiCo puts 5m into 7-Up Lite launch

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).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here