7UP, PepsiCo’s ultimate refreshment brand, has launched its first-ever sonic logo, an audio signature in India. From digital platforms to on‑ground touchpoints, this new sound will live across the brand’s ecosystem.
More than just a jingle, this MOGO (musical logo) reimagines how refreshment can be felt and remembered, strengthening 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, unmistakable part of the consumer experience.
Developed in partnership with BrandMusiq, 7UP’s new audio identity blends iconic 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.
Created using BrandMusiq’s SoniqScan, an AI‑based tool that maps musical elements to human emotions, the sound captures the very feeling of refreshment.
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 & Soundsmith, BrandMusiq said, “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 recognizable. 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.”
