MUMBAI: 7UP, Pepsi’s refreshment brand, is making sound an integral part of its identity with the launch of its first-ever sonic logo in India. This is an audio signature that captures the brand’s spirit of delight, and refreshment. As one of the lead markets for 7UP globally, India is leading the way in a bold chapter for the brand with this new sonic identity – one that goes beyond imagery and embraces multisensory design to create deeper connections with its consumers.
More than just a jingle, this MOGO (musical logo) reimagines how refreshment can be felt and remembered, strengthening 7UP’s proposition of ‘Super Duper Refresher’. In today’s digital first era, where sound plays an increasingly pivotal role, this launch pushes the envelope of every interaction with 7UP into a sensorial experience. Multisensory cues deepen emotional connections and boost brand recall, making sound an essential tool in shaping consumer perceptions and experience.
Kicking off in Bengaluru, the MOGO will roll out across in‑store coolers in retail spaces, making the sound of 7UP an immediate, unmistakable part of the consumer experience. This marks a unique moment where a brand has brought its sonic identity to life right at the point of sale — creating a fresh, bold way to connect with people.
Developed in partnership with BrandMusiq, 7UP®’s new audio identity blends iconic category cues – the crisp crack of a can and the splash of a fizzy pour, with a bespoke melody that captures the feeling of sunshine, bubbles, and upliftment. The result is a crisp, catchy, and distinctive sound that reflects 7UP®’s long-standing promise of ultimate refreshment. Inspired by this effervescent experience, a 7‑note MOGO® was created to embody the brand’s core traits of optimism, vibrancy, and youthful energy, making it unmistakably 7UP® across platforms and moments.
Commenting on the launch, Shailja Joshi, Category Lead, Cola and Flavours, PepsiCo India said, “In today’s dynamic consumer landscape, building a brand goes far beyond the imagery to creating experiences that are instantly felt and remembered. With our new sonic identity, we bring to life the essence of 7UP, refreshing, vibrant, and full of character, in a way that resonates across platforms and cultures. This sonic identity is not just an audio asset, It’s an innovative leap into sensory branding. It will serve as a consistent, emotionally engaging cue that will amplify 7UP®’s refreshing spirit wherever our consumers engage with us.”
The parteis added that what truly sets this sonic identity apart is how it was shaped with and for 7UP consumers. Created using BrandMusiq’s SoniqScan, an AI‑based tool that maps musical elements to human emotions, the sound captures the very feeling of refreshment. But this wasn’t just built in a studio. It evolved through an iterative, consumer‑first process, with multiple moments of testing and refining until it felt right for the 7UP® consumers.
Through this collaborative process, insights revealed that a crisp ‘splash of water’ is the key to making the sound of refreshment land instantly. Their feedback shaped the sound design – from the energetic build of the beats and melody to the sharp splash that delivers the feeling of ultimate refreshment. The result is a sonic identity that doesn’t just capture energy and freshness but leaves listeners feeling uplifted and invigorated every time they experience it.
Talking about the collaboration, Rajeev Raja, Founder & Soundsmith, BrandMusiq said, “For the 7UP global sonic identity, we weren’t just creating a sound, we were bottling a feeling. The rush of freshness, the playful splash, the upliftment you get when you take a sip. The swiftly ascending 7-note MOGO captures all of that in a way that’s light, cool, and instantly recognisable. The MOGOSCAPE (sonic brandprint) was crafted to bring the totality of the brand experience across every ‘Earpoint’. It all comes together to create a consistent and emotionally engaging sonic world for the brand.”
The launch marks a milestone for 7UP, a brand that Pepsi says has long embraced sound as a storytelling tool. Now, with the debut of its MOGO, the brand makes a bold, consumer‑first move to redefine its identity for a multi‑sensory era. From digital platforms to on‑ground touchpoints, this new sound will live across the brand’s ecosystem. The aim is to make every sip, and every sound, a reminder of what 7UP stands for.
