7UP launches new sonic identity to strengthen brand recall

7UP, PepsiCo’s refreshment brand, has launched its first sonic logo in India. As a key market, India is introducing this audio branding to build stronger consumer connections through sound.

This MOGO (musical logo) is part of 7UP’s effort to support its ‘Super Duper Refresher’ positioning. In a digital-first environment where sound matters, the sonic logo aims to improve brand recall and shape consumer perception through audio branding. Kicking off in Bengaluru, the MOGO will roll out across in-store coolers in retail spaces.

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Developed with BrandMusiq, 7UP’s new audio identity combines sounds like a can opening and fizzing with a custom melody. The 7-note MOGO is designed to reflect the brand’s traits and ensure recognisability across platforms.

Commenting on the launch, 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.”

The sonic identity was developed using BrandMusiq’s AI tool, SoniqScan, which links music to emotions. It was tested and refined with consumer feedback to match the 7UP brand.

Talking about the collaboration, Rajeev Raja, founder and 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.”

The new sound will be used across digital platforms and physical touchpoints as part of 7UP’s branding.