7UP unveils new UPtimistic positioning

Having failed to make an impression with Gussa Hatao, Chill Machao, PepsiCos lemon flavoured drink, 7UP and sub-brand Nimbooz has got a new positioning Dil Bole I Feel Up

The new brand philosophy of Dil Bole I Feel UP will be backed up by new packaging as well as a TVC made by BBDO with actor Sharman Joshi as brand ambassador

Whats this uptimism ?

PepsiCo India believes that new positioning for its 100% natural lemon flavoured drink 7UP . The new brand philosophy of 7UP, Dil Bole I Feel Up, celebrates Indias undying UPtimism and positive attitude. Ruchira Jaitly, Executive Vice President Marketing, Beverages (Flavours), PepsiCo India, said, We Indians are unputdownable and our optimism or UPtimism helps us stay motivated in any situation. At 7UP, we salute that with our new positioning.

Whats new

As part of the new positioning, the brand has unveiled new packaging for both 7UP and Nimbooz with its new international logo. The first Dil Bole I Feel UP TV commercial featuring Sharman Joshi will go on air later in January. Conceptualised by 7UPs creative partner BBDO, the ad film features a dance-off between Sharman and a penguin.

Marketing Campaign

7UP has also embarked on a never done before nationwide dance odyssey. With dance being the ultimate expression of an upbeat spirit, 7UP has flagged off a unique dancing journey with Tamil Nadus dancing star Sherif, winner of the dance reality show Ungalil Yaar Adutha Prabhudeva. As part of the Dil Bole I Feel UP campaign, he will travel to 11 cities, from Chennai to Chandigarh, to bottle reasons that make people feel UPtimistic and positive.