(MENAFNEditorial) Amman, November 2014 – #FEELSGOODTOBEYOU – The Middle East welcomes the new 7up® visual identity, including a new logo design and packaging, as part of a global effort to refresh and unite the iconic lemon-lime beverage, parent company PepsiCo announced.
PepsiCo's second largest beverage brand internationally will launch the multi-channel campaign and rejuvenated visual identity in early December rolling it out across the Middle East in early 2015 as part of a global campaign in more than 140 countries.
"The Middle East is an important market for 7up and we look forward to launching our new look and campaign as one of the first of 140 markets across the world," said Carla Hassan, Chief Marketing Officer, PepsiCo Middle East & Africa. "7up is renowned for its truly unique outlook and as consumption trends evolve, we look forward to introducing a refreshed take on this iconic beverage."
The new look will build on the brand's authentic equity and history, while staying true to its witty, naturally confident character. 7up will also be scouting the Middle East in 2015 to find up and coming original talent as it looks to localise the global campaign, "Feels Good To Be You," celebrating everyday people around the world who share the same unmistakable authenticity, wit and originality as the brand.
"7up believes that everyone is naturally unique and original – and they should be able to bring out their originality to keep the world fresh and diverse," said Kristin Patrick, SVP, Chief Marketing Officer, PepsiCo Global Beverage Brands (@kristinpatrickmusings). "There is an amazing correlation between our consumers, our product and our brand. From the exciting new visual identity, to the clear, crisp taste that can only be 7up, our brand is as unique as the people who drink it. And it's this uniqueness that the new campaign celebrates as 7up becomes a companion to originals around the world and provides a genuine platform to share their diversity of interests."
Two global television commercials – and several digital vignettes – feature not celebrities, but truly original everyday personalities who exemplify the 7up brand. The first television creative shares the story of Magda Sayeg – a woman with knitting needles and a desire to yarn the world with her color and fresh outlook. The second spot shares the talent of Marty Cooper, better known as @Hombre_McSteez, an animator and guerilla cartoonist who brings quirky, imaginative characters to life in the real world.
These two global up and coming originals act as beacons of the brand's "Feels Good to Be You" mantra across a variety of mediums – encouraging consumers around the world to be at their natural best as they do what they love to do.
From global television commercials and digital vignettes to print, out of home and social media efforts, the worldwide originality movement energized by 7up continues throughout 2015. Visit my7up.com for more information beginning in January
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