PepsiCo’s 7up® kick-starts the New Year with a refreshing new proposition
Unveils new visual identity and creative campaign – “Tu Up Toh Duniya Up” Appoints actor Dhanush as brand ambassador
Gurgaon, Originality. Non-conformity. Unmistakable authenticity. These have been the hallmarks of the iconic lemon-lime 7up® brand since 1929. Today, PepsiCo’s second largest beverage brand internationally launches its new creative campaign “Tu Up Toh Duniya Up” and a refreshed visual identity in line with the global effort around the world, “Feels Good To Be You.”
“7up is an important, authentic trademark in our portfolio of refreshing beverages,” said Ruchira Jaitly, Sr. Director, Marketing, Social Beverages, PepsiCo India. “7up believes that each one of us is naturally unique and original in our own way, and by being one’s natural self we make the world cheerful. The new campaign ‘Tu Up Toh Duniya Up’ celebrates this philosophy with Dhanush, a perfect brand ambassador reflective of our original and unique 7up consumers. We are thrilled about our association with Dhanush as he embodies the spirit of our brand inherently”
Dhanush, actor and 7UP brand ambassador said, “We all change ourselves to suit the usual norms but I am glad that this campaign encourages people not to lose their original self…to celebrate their authentic self. I am glad to be a part of this interesting and exciting campaign.”
TV director, Rajiv Menon said, “I am excited to present the new creative film that brings to life the refreshed philosophy and look of 7up. From the upbeat music by Karthik and exciting choreography by Brinda, to the stylish visual feel of Ravi K’s work and the charm and originality of Dhanush, the new 7up commercial urges viewers to be yourself because you are awesome, unique and original – and by being yourself you bring cheer and happiness to everyone around you.”
The rejuvenated visual identity for 7up, including logo design and packaging, is rolling out in more than 140 countries in 2015, uniting the brand around the world and building on its authentic equity and history, while staying true to 7up’s refreshing, original, confident character.
7up, the refreshing, clear beverage with added lemon flavour was created in 1929 and launched in India in 1990. It is available in various packaging sizes of 330 ml Can; 250ml Slim Can; 200 ml and 300 ml returnable glass bottles (RGB); and 500 ml, 600 ml, 1 litre, 1.5 litre, 2 litre and 2.25 litre PET bottles.
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crore or more in estimated annual retail sales and are household names, trusted across the country.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then.