The brand has unveiled a new logo and packaging design backed by a campaign titled #FeelsGoodToBeYou, which purports to celebrate witty and up-and-coming people around the world.
Kristin Patrick, chief marketing officer for PepsiCo Global told Marketing Week, “It was important for us to unify the brand with one globally-adapted brand proposition and visual identity.
“Building on our brand’s authentic equity and history, the new branding stays true to 7up’s witty, naturally confident character.”
The campaign will be carried out through two TV commercials, digital, print, out of home and social media efforts, with the first TV spot featuring urban knitter Magda Sayeg in an attempt to celebrate the things everyday people love to do.
“Magda believes in making the everyday beautiful,” Patrick says. “She finds inspiration from the most ordinary and mundane objects and energises them with her colourful knitting.”
In order to promote the campaign, Sayeg has covered a double-decker Routemaster bus, which will tour London streets 25 Nov and 26 Nov, inside and out with colourful wool.
“She celebrates her natural flair and originality, making her a perfect example of what our campaign – and the brand – stands for,” Patrick says.
The second commercial, set to launch in December or early 2015, will feature animator and cartoonist Marty Cooper.
Patrick says there is a strong correlation between the consumers, the product and the brand.
“It’s uniqueness that the new campaign celebrates as 7up becomes a companion to up-and-coming originals around the world and provides a genuine platform to share their diversity of interests,” she says.
Although sales data on 7up Free is unavailable, 7up’s master brand is PepsiCo’s second largest beverage brand internationally, but has remained flat in 2011, 2012 and 2013, holding 2% of the global carbonates market according to Euromonitor International.