7UP’s Refreshing Revolution: Introducing a Sonic Logo in India
PepsiCo’s beloved lemon-lime beverage, **7UP**, is stepping into the future of branding with its recent launch of a **sonic logo** in India. This bold move reflects a significant shift towards **multisensory branding**, aiming to connect with consumers on deeper emotional levels through **sound**.
The Sound of Refreshment: What Is a Sonic Logo?
Commonly known as a **MOGO** (musical logo), this audio signature is more than just catchy jingles. It embodies the brand’s core values, emphasizing refreshment and increasing **consumer recall** via auditory stimuli. With this launch, 7UP is not merely tapping into sound; it’s creating an auditory experience that resonates with its audience.
India: The First Market to Experience the Sonic Shift
**India** has been chosen as the pioneer for this innovative sonic initiative. As one of 7UP’s largest markets, it sets the stage for the brand to explore the evolving landscape of consumer engagement, where audio cues are becoming powerful tools for creating lasting impressions in an increasingly **digital-first environment**.
In-Store Integration for Maximum Impact
The new sonic identity will make its debut across **in-store coolers** and retail spaces, starting in vibrant **Bengaluru**. This strategic on-site integration is designed to fortify brand recognition at the **point of sale**, transforming every shopping experience into an auditory delight.
The Creation of the Sonic Logo: Behind the Scenes
In collaboration with the **sonic branding agency BrandMusiq**, the sonic logo integrates quintessential sounds associated with soft drinks—think the exhilarating **pop of a can** and the refreshing fizz of carbonation—merged with a customized melody. The final composition features **seven uplifting notes** that reflect the vibrancy and energy synonymous with 7UP.
Commenting on this exciting launch, Shailja Joshi, Category Lead, Cola and Flavours at PepsiCo India stated, “In today’s dynamic consumer landscape, building a brand goes far beyond imagery to creating experiences that are instantly felt and remembered. With our new sonic identity, we bring to life the essence of 7UP—refreshing, vibrant, and full of character—in a way that resonates across platforms and cultures. This sonic identity is not just an audio asset; it’s an innovative leap into sensory branding.”
Caught in the Sound Wave: The Strategic Vision
Elaborating on the synergy, Rajeev Raja, Founder & Soundsmith at BrandMusiq shared, “For the 7UP global sonic identity, we weren’t just creating a sound; we were bottling a feeling. The rush of freshness, the playful splash, the upliftment you get when you take a sip—this is all encapsulated in the 7-note MOGO. It forms a **sonic brandprint** designed to enhance every **‘Earpoint’**.”
A New Era in Branding: Consistency Through Sound
The introduction of the MOGO signals a pivotal shift in 7UP’s branding strategy, integrating sound as an essential element of its identity. By aligning with the **growing trend of multisensory marketing**, the brand is poised to create a more engaging and memorable consumer experience across various touchpoints, from **digital platforms** to **in-store settings**.
As 7UP embarks on this **auditory journey**, the question remains: Are brands ready to embrace the sound of their identities? This pioneering leap may very well inspire others to explore the uncharted territories of **sonic branding**.
