7UP puts lime in the spotlight with refreshed identity

Lime Lemon flavor-profile set to hit shelves mid-August

7UP, a brand of Frisco, Texas-based Keurig Dr Pepper, is redefining the billion dollar lemon-lime category with its first evolution in more than 15 years, with a lime-led reformulation at the center.

The debut of 7UP Lime Lemon marks the category’s first lime-led formula designed to strengthen the brand’s distinctiveness and appeal with a new generation of drinkers, it says. It brings the consumer-preferred lime-forward profile to 7UP Regular, 7UP Zero Sugar, Cherry 7UP and Cherry 7UP Zero Sugar, anchoring a new chapter for the Original Uncola across product, packaging and brand identity. Rolling out nationwide beginning in mid-August, consumers can purchase 7UP Lime Lemon wherever 7UP products are sold.

As the Original Uncola, the brand is returning to its roots with a renewed focus on differentiation, introducing a distinctive lime-forward taste and bold new visual identity designed to help the brand stand out in one of the largest segments in carbonated soft drinks, it says.

“This is a bold reinvention of one of America’s most iconic soda brands for a new generation of consumers — starting with the flavor itself,” said Drew Panayiotou, chief marketing and innovation officer at Keurig Dr Pepper, in a statement. “7UP has an incredible legacy, but by giving lime the spotlight, we’re rewriting the rules of the lemon lime category. We are transforming a beloved heritage brand into a modern disruptor — delivering a sharper visual identity, a more refreshing taste experience, and a distinct position that attracts new users and deepens brand loyalty.”

Alongside the new recipe, 7UP Regular, 7UP Zero Sugar, Cherry 7UP and Cherry 7UP Zero Sugar also will debut a refreshed visual identity, featuring a vertical logo, bolder colors, a more distinctive design and a new Lime Lemon designation, supported by “Flip the Sip,” a multiplatform marketing campaign that celebrates the unexpected through social storytelling, cultural moments and in-store experiences nationwide.