Keurig Dr Pepper (KDP)-owned 7Up has redefined its US$5 billion lemon-lime category with an identity refresh, marking its biggest brand evolution in over 15 years.
The brand is reformulating its soda to put lime at the forefront, creating a ‘lime-forward’ profile to appeal to younger consumers drawn to citrus-forward flavours amid growing competition.
Launched as the Original Uncola in 1929, 7Up has long challenged conventions and offered consumers something different. The latest renovation, it says, is intended to return to those roots.
The change will extend across its Regular, Zero Sugar, Cherry and Cherry Zero Sugar ranges starting mid-August in North America, followed by a refreshed visual identity featuring a vertical logo, bolder colours and a new Lime Lemon designation, according to KDP.
Drew Panayiotou, chief marketing and innovation officer at Keurig Dr Pepper, described the makeover as a “bold reinvention” for a new generation of consumers – beginning with the flavour itself.
“7Up has an incredible legacy, but by giving lime the spotlight, we’re rewriting the rules of the lemon-lime category,” he said.
“We are transforming a beloved heritage brand into a modern disruptor – delivering a sharper visual identity, a more refreshing taste experience, and a distinct position that attracts new users and deepens brand loyalty.”
The new visual identity will also be supported by ‘Flip the Sip’, a multiplatform marketing campaign celebrating the unexpected through social storytelling, cultural moments and in-store experiences.
