7UP, the refreshing clear drink with a natural lemon and lime flavor was created in 1929.
It 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. 7UP is one of the first to be nationally distributed besides being marketed as a healthier alternative to other soft drinks.
BLAZE TO BRILLIANCE
7UP’s lemon refreshment picks you up and leaves you feeling upbeat. Its sparkling, crisp lemon and lime flavor keeps you positive against all odds. Just the perfect drink for a country that’s simply unputdownable by its share of downswings and challenges. They are always upbeat about the present, and optimistic about future. 7UP’s brand philosophy – I Feel Up – celebrates this irrepressible optimism.
The parent company of 7UP Revive, PepsiCo India has pioneered and established a model of partnership with farmers and now works with over 24,000 happy farmers across nine states. More than 45 percent of these are small and marginal farmers with a land holding of one acre or less. PepsiCo provides 360-degree support to the farmer through assured buy back of their produce at pre-agreed prices, quality seeds, extension services, disease control packages, bank loans, weather insurance, and the latest technological practices. The association with PepsiCo India has not only raised the incomes of small and marginal farmers, but also their social standing.
ENGAGEMENT THAT ENTHRALLS
Over the years 7UP has engaged the youth with its lemon based refreshing taste coupled with its refreshing attitude towards life. This refreshing take of 7UP has been evident in all its communication through the years. 7UP has been serenaded by crooning’s of the svelte Yana Gupta got cajoled by Mallika Sehrawat, later was uniquely endorsed by Bappi Lahiri, its take on life popularized by Sharman Joshi, Allu Arjun, STR and Puneeth Rajkumar. Most recently Irrfan Khan got refreshed by 7UP. The Pepsi IPL teams of Chennai Super Kings and Hyderabad Sunrisers also get their dose of refreshment from 7UP. 7UP has always had a huge presence in South India. The brand has been running its hugely popular yearly program of ‘7UP Dance Pattalam’. Apart from the large prize money, the program provides a most coveted platform to the Dancing talent from South India. Each year the love of the consumers makes this program even bigger. The program has got associations from some of the great dancing Superstars of the South – Allu Arjun, STR (Simbu) and Puneeth Rajkumar.
PepsiCo has been consistently investing in India, in the areas of product innovation, increasing manufacturing capacity, ramping up market infrastructure, strengthening supply chain and expanding company’s agriculture programme. The company has built an expansive beverage and snack food business supported by 37 beverage plants and 3 food plants.
PepsiCo India is now focused on reducing its carbon footprint. More than 40 per cent of its energy is today generated from renewable sources such as bio mass and rice husk boilers and wind turbines. Initiatives such as reduction in use of chemicals, eco-friendly packaging initiatives and efficient waste management help reduce load on the environment. PepsiCo has also been working on a unique waste collection and treatment program called ‘Waste-to-Wealth’. The award winning programme has positively impacted more than 5,00,000 people.