7UP Launches New Sonic Logo to Boost Brand Connection in India

7UP PepsiCo has introduced the first sonic logo in the history of its cavitation as an attempt to increase brand recall and strengthen the deep-seated emotional profile among customers in India. Depending on the sonic branding agency BrandMusiq, who has assisted in the development of the initiative, the introduction of an audio identity brings to life the essence of the brand through an extraordinary and invigorating experience. The step is in line with the increased popularity of sonic branding in which sound supplements brand recognition in a visually overloaded market.

• 7UP Unveils First-Ever Sonic Logo in India to Boost Brand Recall
• PepsiCo India Launches 7UP Sonic Identity with BrandMusiq’s Audio Branding
• 7UP’s Fizzing Freshness Goes Sonic Amid PepsiCo’s Innovative Marketing Push

The new sonic logo, that has been characterized as a burst of fizzing freshness, reflects the playful and buoyant character of 7UP. It is consistent in point-of-sale, digital and advertising experience and eliminates a disjointed brand identity. As BrandMusiq CEO Rajeev Sharma pointed out, the definition of sonic identity is to pick the effervescence and the optimism of 7UP and make it familiar to and memorable in the hearts of Indian consumers. Presenting the logo in India highlights the importance of the market to PepsiCo where it is set to go global.

Sonic branding has caught up speed as companies such as Netflix and McDonalds strengthened their brands using the audio power when it comes to immediate legendary mentioned. Research, including one by Nielsen, says audio branding has a higher recall of 96 percent, compared to only visual campaigns. The sonic logo of 7UP plays into this with sonic advertising cementing a deeper association in the competitive world of beverage products. It is an initiative after a 2023 7UP rebrand by Keurig Dr Pepper, where creative was moved to the Publicis-owned BBH the same year the in-house agency Liquid Sunshine was disbanded.

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The introduction is within the larger PepsiCo India plans of being innovative in the marketing of its portfolio, including 7UP and RC Cola. Since Keurig Dr Pepper will invest 157 million dollars on advertising in 2024, the sonic logo is an affordable solution to improving the recognition of 7UP, as it will require less than 1 million investments in advertising last year.