7UP Launches First-Ever Sonic Identity in India to Reinforce Brand Connection

A Refreshing Leap into Sonic Branding

7UP launches its first-ever sonic identity in India to boost brand recognition and strengthen emotional connections with consumers. 7UP encapsulates its essence of delight and refreshment in a newly developed sonic logo, known as a MOGO® (musical logo). The brand creates this sound signature to reinforce its positioning as the “Super Duper Refresher.” 7UP uses its MOGO® to boost consumer engagement through memorable sound in today’s digital age.

The Power of Partnership: 7UP Teams Up with BrandMusiq

7UP collaborates with BrandMusiq, a leading sound branding agency, to develop its sonic identity. The brand incorporates audio cues like the pop of a can and the splash of a pour, blending them with a melodic structure designed to evoke sunshine, bubbles, and a feeling of upliftment. It crafts a seven-note arrangement to symbolize optimism and youthful vibrancy—core traits of the 7UP® brand.

Rolling Out the Sonic Experience

7UP officially begins the rollout in Bengaluru, integrating the MOGO® across retail spaces through in-store coolers. This strategy ensures that the sonic identity becomes an immediate part of the purchase experience, turning point-of-sale environments into immersive brand touchpoints.

Sonic Design Driven by Consumer Insight

BrandMusiq integrates consumer feedback into the sonic design using its AI-based tool, SoniqScan. This tool maps musical elements to human emotions, enabling the creation of a sound that authentically captures the sensation of refreshment. Throughout this development, feedback loops and testing sessions are conducted to fine-tune the sound for resonance with the target audience.

The Splash That Defines Refreshment

The creators highlight a crisp splash of water as the key sound that connects listeners with the feeling of refreshment. They refine the beats and energy levels using these insights to ensure that every visual or auditory interaction with the brand leaves a lasting impact.

Strategic Intent Backed by Leadership

Commentary from Shailja Joshi, Category Lead for Cola and Flavours at PepsiCo India, reinforces the strategic intent. 7UP frames the new sonic identity not only as a branding tool but also as a transformative asset that captures the brand’s ethos in a multi-platform, culturally resonant manner.

MOGOSCAPE®: A Consistent Sound Across All Touchpoints

Rajeev Raja calls the MOGO® a “bottled feeling,” crafted to reflect freshness and fun. The MOGOSCAPE® ensures 7UP’s sound is instantly recognizable across all touchpoints

7UP Sets a New Milestone in Audio Branding

7UP marks a milestone with its MOGO®, creating an immersive brand experience through sound across all consumer touchpoints.