‘DIL BOLE I FEEL UP’
7UP, the refreshing clear drink with a natural lemon and lime flavour was created in 1929. 7UP was launched in India in 1990 and its international mascot Fido Dido was used for advertising in 1992 to position the brand as a cool drink for youngsters. Fido became an instant hit with his trendy look, laid-back attitude and unconventional take on life. During the brand’s early years in India, 7UP gained market leader status in the lemon lime category by being one of the first to be nationally distributed besides being marketed as a healthier alternative to other soft drinks.
For the past two years, 7UP’s ambition as a brand has been to capture and own the lemon refreshment territory within the clear lime category. ‘Lemon’ has proven to be a clear and relevant differentiator for the brand. Further, the emotional connect with the idea of upliftment through refreshment has led to an impressive payoff for the brand.
After establishing itself as ‘The Lemon Drink’ in January 2009, 7UP has continued to build on the theme of mood upliftment with its new tagline ‘Mood Ko Do Lemon Ka Lift’.
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