7UP®, a beverage brand under PepsiCo, has launched its first sonic logo in India as part of a broader effort to create a multisensory brand experience. India, one of the key markets for 7UP® globally, is the first to roll out this audio branding initiative.
The new sonic identity, described as a MOGO® (musical logo), incorporates sounds like the crack of a can and the fizz of a pour, paired with a melody intended to evoke refreshment and upliftment. The sound will initially be introduced in Bengaluru, including in-store coolers at retail locations.
“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.” Shailja Joshi, Category Lead, Cola and Flavours, PepsiCo India, said.
The logo was developed in collaboration with sonic branding agency BrandMusiq, using its AI-based tool SoniqScan, which maps musical elements to emotional responses. According to the agency, consumer feedback played a central role in shaping the sound, with the crisp splash of water identified as a key element associated with refreshment.
“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 brandprint) 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.” Rajeev Raja, Founder & Soundsmith, BrandMusiq said. Starting with Bengaluru, the audio branding is expected to be extended to digital and physical brand touchpoints over time.