With a similar thought process, F&B major PepsiCo India has disclosed the new positioning for its 100% natural lemon flavoured drink, 7UP, and its popular sub-brand Nimbooz with Bollywood actor and brand ambassador, Sharman Joshi. As part of the new positioning, the brand has unveiled exciting new packaging for both 7UP and Nimbooz with its new international logo.
Company speaks
Speaking about the new positioning of the two beverages, Ruchira Jaitly, executive vice president - Marketing, Beverages (Flavours), PepsiCo India said that India feels UP and 7UP salutes that with its new brand positioning. In this regard, an exciting new ad film has been readied. Besides, a nationwide dance odyssey has been planned.
According to Sharman Joshi, 7UP’s theme of ‘UPtimism’ is one that most people can relate to and there is no pretence about it. The 7UP philosophy reflects the mood of Indians and their ability to stay positive.
Incidentally, 7UP was created in the year 1929 and was launched in India in 1990. For the last 4 years, 7UP has been one of the fastest growing brands in the carbonated soft drinks category in the country. As part of its present campaign, 7UP will use outdoor, online and radio mediums as well, besides TV, to position the brand.
With F&B players like PepsiCo giving more attention to branding its products, the retail aspect in the sector can be expected to rise to a new level. PepsiCo’s strategy will encourage other big players as well as SMEs in the F&B sector to follow suit and invest more time and money towards effective positioning of their brands in the market.
Prasenjit Das |
Today, for players in almost every industry, product branding has gained immense importance. Retailers have realised that simply providing good quality products is not sufficient to reach the target customers. Unless the commodity is well marketed by proper branding, product sales will not be satisfactory.
