American drinks giant PepsiCo has announced Saudi
Arabia will be the launch market in the region for 7up’s new logo, visual
identity and branding, it was announced this week.
The company’s second largest beverage brand
internationally, the new multi-channel campaign and rejuvenated visual identity
in the kingdom in early 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 at PepsiCo Middle East & Africa.
“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.”
Two global television commercials – and several
digital vignettes – feature not celebrities, but everyday personalities who PepsiCo
believe best exemplify the 7up brand.
The first television creative shares the story of
Magda Sayeg, a knitting enthusiast, while the second spot features Marty
Cooper, better known as @Hombre_McSteez, an animator and guerilla cartoonist.
The ads will be part of the brand’s “Feels Good to
Be You” mantra.
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