7UP
7Up unveils new positioning – ‘DIL BOLE I FEEL UP’
Brand History
7UP, the refreshing clear drink with a natural lemon and lime flavour was created in 1929. 7UP was launched in India in 1990 and its international mascot Fido Dido was used for advertising in 1992 to position the brand as a cool drink for youngsters. Fido became an instant hit with his trendy look, laid-back attitude and unconventional take on life. During the brand’s early years in India, 7UP gained market leader status in the lemon lime category by being one of the first to be nationally distributed besides being marketed as a healthier alternative to other soft drinks.
Brand Advantage
For the past two years, 7UP’s ambition as a brand has been to capture and own the lemon refreshment territory within the clear lime category. ‘Lemon’ has proven to be a clear and relevant differentiator for the brand. Further, the emotional connect with the idea of upliftment through refreshment has led to an impressive payoff for the brand.
After establishing itself as ‘The Lemon Drink’ in January 2009, 7UP has continued to build on the theme of mood upliftment with its new tagline ‘Mood Ko Do Lemon Ka Lift’.
Did You Know?
There are many theories for the origin of the 7UP name.
According to Professor Gary Yu (UCSB) and researchers for the popular Uncle John’s Bathroom Reader the name is derived from the atomic mass of Lithium, 7, which was originally one of the key ingredients of the drink (lithium citrate).
However, there are numerous other myths explaining the name:
- Its creator named the soft drink after winning at a casino with three rolls of 7 and the letter U.
- The drink was formulated with seven flavours plus the bubbles from the drink’s carbonation (the bubbles go up).
- The original bottle contained seven ounces; its creator came up with the name while playing dice.
- 7UP was the seventh large commercial lemonade brand that tasted the same.
- Before the formula changed in 2006, a can of 7UP included seven ingredients.
- The ‘Up’ in the drink’s name might refer to the original inclusion of lithium citrate, when it was marketed as a patent medicine to cure hangovers.
- The name ‘7UP’ was a reference to the Esoteric concept of the Seven Planes, made famous by the Internet series The Arrivals.
- The name came from the seventh-inning stretch ‘7UP’ in baseball tradition.
QUICK BRAND FACTS
- 7UP was created in 1929
- 7UP was launched in India in 1990
