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Sun 1 Apr 2007 01:09 PM

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Redesign puts the fizz back into 7Up

PepsiCo International, producer of the soft drink 7Up, has relaunched the product, and its sugar free counterpart 7Up Free, with a packaging redesign in the GCC.

PepsiCo International, producer of the soft drink 7Up, has relaunched the product, and its sugar free counterpart 7Up Free, with a packaging redesign in the GCC.

While 7UP, a lemon and lime flavoured carbonated soft drink, is the second best selling soft drink in the GCC and the third best selling in the world, Pepsico International decided that it was time the beverage, which is more than 50 years old, had an image makeover.

To achieve this, Pepsico International has introduced a new style of graphics to all of its 7Up packaging across the GCC. The background graphics have been enhanced to reflect the concept of refreshment.

The updated packaging for all 7Up cans also uses a 3-D design to enhance the popular character Fido Dido, which has been associated with the drink since the 1980s.

In addition to the packaging redesign, Diet 7Up, the sugar-free version of the drink, has been re-introduced as 7Up Free.

"This is an exciting time for 7Up and 7Up Free," said Rashid Sharaf, marketing manager at PepsiCo International.

"As one of the leading PepsiCo beverages in the market, we wanted to ensure that we provide our consumers with packaging that truly reflects the essence of the drink, thereby redefining the meaning of refreshment as we experience it today and communicating the brand attributes," Sharaf added.

The new packaging and re-launch will be supported with a regional advertising campaign on television, in newspapers and magazines, and outdoor posters.

PepsiCo operates through a network of 10 local bottlers across the GCC, manufacturing products including Pepsi Cola, Mirinda, 7Up, Mountain Dew, Tropicana and Aquafina.

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