7UP, PepsiCo’s flagship refreshment brand, has launched its first-ever sonic identity in India—a key market for the brand. This MOGO (musical logo) is part of 7UP’s broader strategy to reinforce its ‘Super Duper Refresher’positioning and deepen consumer engagement through audio branding.

A New Dimension in Brand Expression

In an increasingly digital-first consumer environment, sound has emerged as a powerful tool for brand recall. The new MOGO is designed to create an instant emotional connect with consumers, supporting 7UP’s vibrant and refreshing personality across both physical and digital touchpoints.

The sonic identity, developed in collaboration with BrandMusiq, features a unique 7-note melody, creatively blending recognizable sounds like a can opening and fizzing, with a custom tune designed to capture the uplifting experience of enjoying a 7UP.

Initial Rollout & Reach

The campaign kicked off in Bengaluru, with the sonic logo being integrated into in-store coolers and retail environments. It will also be deployed across social media, OTT platforms, and point-of-sale systems, creating a consistent brand soundscape at every ‘earpoint’.

Shailja Joshi, Category Lead – Cola & Flavours, PepsiCo India, stated:
“In today’s dynamic consumer landscape, building a brand goes beyond visuals. Our new sonic identity brings alive 7UP’s essence-refreshing, vibrant, and full of character-in a way that transcends cultures and platforms. It’s more than an audio asset; it’s a leap into sensory branding that strengthens emotional resonance.”

Behind the Sound

7UP’s sonic identity was created using BrandMusiq’s SoniqScan, an AI tool that maps musical notes to emotional tones. The final composition was refined using consumer feedback to ensure the sound accurately reflects the brand’s energy and refreshment promise.

Rajeev Raja, Founder and Soundsmith, BrandMusiq, added:
“We weren’t just crafting a sound, we were bottling a feeling-the fizz, the uplift, the coolness. The ascending 7-note MOGO captures 7UP’s character in a light, playful, and unmistakable way. The broader ‘MOGOSCAPE’ creates a full sensory identity that remains consistent wherever the brand is heard.”

Moving Forward

This sonic branding initiative marks a significant step in 7UP’s brand evolution. By creating a distinctive audio identity, the brand aims to build stronger emotional connections, drive brand recognition, and enrich the overall consumer experience.