USA | 7UP has redefined the USD 5 billion lemon-lime category with its first evolution in over 15 years, centred on a lime-led reformulation.
The debut of 7UP Lime Lemon has marked the category's first lime-led formula designed to strengthen the brand's distinctiveness and appeal to a new generation of drinkers.
It has brought the consumer-preferred lime-forward profile to 7UP Regular, 7UP Zero Sugar, Cherry 7UP and Cherry 7UP Zero Sugar, anchoring a new chapter for the Original Uncola across product, packaging and brand identity.
As the Original Uncola, 7UP built its reputation by challenging conventions and offering consumers something different. It has renewed focus on differentiation, introducing a distinctive lime-forward taste and bold new visual identity designed to help the brand stand out in one of the largest segments in carbonated soft drinks.
"This is a bold reinvention of one of America's most iconic soda brands for a new generation of consumers - starting with the flavour itself," said Drew Panayiotou, Chief Marketing and Innovation Officer at Keurig Dr Pepper (KDP).
"7UP has an incredible legacy, but by giving lime the spotlight, we're rewriting the rules of the lemon lime category. 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."
Alongside the new recipe, 7UP Regular, 7UP Zero Sugar, Cherry 7UP and Cherry 7UP Zero Sugar will also debut a refreshed visual identity, featuring a vertical logo, bolder colours, a more distinctive design and a new Lime Lemon designation.
They will also be supported by "Flip the Sip," a multiplatform marketing campaign that celebrates the unexpected through social storytelling, cultural moments and in-store experiences.
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