Britvic - The Simpler the Better says Britvic with 7UP redesign

Leading soft drinks manufacturer Britvic and PepsiCo UK are building on the 7UP brand with an impactful redesign of the carbonated drink. Modernising the logo and packaging, the new look will reinforce the brand’s belief that ‘Simpler is Better’, embodied in the natural lemon-lime flavour and refreshing bubbles of the £41.1m brand.

Increasing stand out on shelf

The newly designed 7UP range will be rolling out to retailers from February and will feature on all 7UP cans and PET formats including the recently launched 600ml bottle.

The 7UP logo has been made larger and bolder to increase visibility and recognition of the brand on shelf, while the increased focus on 7UP’s ingredients on pack is designed to make the range more appealing to consumers. The new design will run across the whole range; 7UP Regular, 7UP Free and 7UP Cherry.

Simpler design, better sales

Lucy Harman, 7UP Brand Manager at Britvic, commented

“We’re taking a modern approach to redesigning the original lemon-lime soft drink and making the packaging reflect the new ‘Simpler is Better’ proposition. The new packaging looks fantastic on shelf and we’re confident it will stand out to consumers that enjoy lemon-lime drinks, as well as appealing to 7UP’s target market of young adults.

“The new design layout sees the 7UP logo become the focus of the product, while the fresh background celebrates 7UP’s lemon-lime credentials, reminding consumers of 7UP’s crisp taste, whether it’s consumed on its own or with food. We recommend retailers get stocked up to take advantage of the impact the new design will have”.

Supporting the redesign
The new look 7UP will be supported by a refresh of the brand’s Facebook page. Over the summer, retailers will be able to receive in-store POS for the lemon-lime drink.

Source: Nielsen MAT data until 25.12.2010

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