PepsiCo’s 7Up has launched a new sonic logo, an audio signature that captures the brand’s spirit of delight, and refreshment for India. 

Developed in partnership with BrandMusiq, 7Up’s new audio identity blends 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 sonic identity comprises a 7 note MOGO (musical logo) that was created to embody the brand’s core traits of optimism, vibrancy, and youthful energy.

More than just a jingle, this MOGO reimagines how refreshment can be felt and remembered, aiming to strengthen 7Up's proposition of ‘Super Duper Refresher’. 

Kicking off in Bengaluru, the MOGO will roll out across in-store coolers in retail spaces, making the sound of 7Up an immediate part of the consumer experience. 

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.”

Rajeev Raja, founder and sound smith, BrandMusiq, added, “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 brand print) 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.”