7up overhauls brand identity in global Feels Good To Be You campaign

The second largest PepsiCo beverage brand, 7up, has undergone a global brand refresh and is launching the new identity with a multichannel campaign that will see one of London's Routemaster buses knitted from top to bottom.

The Feels Good To Be You campaign aims to celebrate people who fit the brand's 'original and refreshing' proposition.

Rolling out in more than 140 countries, the multi-channel campaign and rejuvenated visual identity, including logo design and packaging, builds on the brand’s history, and includes two TV spots featuring real people.

“7up believes that everyone is naturally unique and original – and they should be able to bring out their originality to keep the world fresh and diverse,” said Kristin Patrick, SVP, chief marketing officer, PepsiCo Global Beverage Brands.

“There is an amazing correlation between our consumers, our product and our brand. From the exciting new visual identity, to the clear, crisp taste that can only be 7up, our brand is as unique as the people who drink it."

The first ad stars 'urban knitter' Magda Sayeg, whose knitted creations take over a fountain, benches, trees, bicycles, a guitar and more in a square in Santiago, Chile.

Beginning today, one of London’s Routemaster buses will be knitted from top to bottom, and will travel around the capital offering shoppers 7up samples.

The campaign also includes digital vignettes, print, out of home and social media drives.

Investment in the overhaul and subsequent marketing drive was not disclosed.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.