7Up is PepsiCo’s third largest brand in volume globally, and has the second broadest reach. It has a strong heritage, character and position, but had lost its emotional connection with consumers.
With a look that was borderline clinical, it needed a packaging redesign that would reconnect with young adults, making them fall in love with the brand in a way that was uniquely 7Up.
The new global identity system embodies the new positioning around refreshment and flair, building on the brand’s witty and lighthearted personality. Since its launch, the brand has gained three market share points in the UK and two in Ireland. The packaging also won an award from Graphic Design USA and the Hub magazine.