PepsiCo introduces a new branding for its soda beverage 7Up with the mission to push forth an uplifting energy of the brand overall. This marks the first big rebranding in the past 7 years and it will be rolling out to cans, bottles, and merchandise as well.
The goal was to bring more energy to the brand and play on the idea that the soda is to be 'uplifting.' Mauro Porcini, the company's Chief Design Officer notes that "We wanted to create a new fresh look that was more aligned to the time we live in and the positioning of the brand that is all about being uplifting. This kind of soda is usually something you drink in a joyful moment, so with 7Up it's always been part of the energy of the brand."
Image Credit: PepsiCo
Key Themes Behind This Trend
- Elevated Soda Energy
- Soda brands can push towards an uplifted brand image that aligns with the positive experiences associated with consuming their products.
- Contemporary Branding Refresh
- Established brands can benefit from a modernized image that is more relevant and aligned with the current landscape of consumer preferences.
- Consistent Branding Presence
- Companies can increase brand recognition and loyalty by ensuring that their branding is cohesive across all touchpoints, including merchandise and packaging.
Where This Applies
- Beverage
- Innovative soda brands have the opportunity to appeal to younger generations by creating unique flavors and experiences that align with changing consumer preferences.
- Consumer Goods
- Consumer goods companies can benefit from rebranding efforts that align with contemporary design and branding preferences, increasing brand loyalty and recognition.
- Marketing
- Marketing agencies and professionals can help companies in various industries improve their branding and messaging to more effectively connect with target audiences and increase market share.
