PepsiCo launches new 7up visual identity campaign

The new 7up visual identity, including a new logo design and packaging, is being launched in the Middle East as part of a global effort to refresh and unite the lemon-lime beverage, parent company PepsiCo announced.
PepsiCo’s second largest beverage brand internationally will launch the multi-channel campaign and rejuvenated visual identity in Saudi Arabia in December before rolling it out across the rest of the GCC in early 2015 as part of a global campaign in more than 140 countries.
“The Middle East is an important market for 7up and we look forward to launching our new look and campaign in Saudi Arabia as one of the first of 140 markets across the world,” said Carla Hassan, chief marketing officer, PepsiCo MEA. “7up is renowned for its truly unique outlook and as consumption trends evolve, we look forward to introducing a refreshed take on this iconic beverage.”
“7up believes that everyone is naturally unique and original — and they should be able to bring out their originality to keep the world fresh and diverse,” said Kristin Patrick, SVP, chief marketing officer, PepsiCo Global Beverage Brands. “There is an amazing correlation between our consumers, our product and our brand. From the exciting new visual identity, to the clear, crisp taste that can only be 7up, our brand is as unique as the people who drink it. And it’s this uniqueness that the new campaign celebrates as 7up becomes a companion to originals around the world and provides a genuine platform to share their diversity of interests.”
From global television commercials and digital vignettes to print, out of home and social media efforts, the worldwide originality movement energized by 7up continues throughout 2015.