MARKET ing budgets have failed to make a break through. 7UP is the leading and lime flavomed drink The result is a brand that has become part of daily from Cola International. It is a pioneer in the , accepted and appreciated by all walks of life Carbonated (CSD) category in Pakirtan. and enjoyed equally at home and at restaurants aU 7UP accoun18 for 15% of market share or arotmd over the the counlly. two-tlrlrds of the lemon and lime category, and is part of a range of CSD brands marketed by Pepsi HISTORY Cola including Pepsi, and Mirinda. Created by the Howdy Corporation in St Louis, Missouri. 7UP was m optimistic venture from the very start. After succes.s with the Howdy Orauge drink, company founder C.L. Grigg decided to try his luck with and limes. Grigg spent more than two years testing different formulas in search of a refreshing fizzy drink that would prove ilresistible to the people of Missouri. In 1929 he began production of hil bubbliest drink yet, which quickly became known as 7UP. Today it's a brand name known around the world for its simple refresh- ing taste and lively effervescence. In the United States, 7UP is part of Snapple Group, but across the rest of the world it is produced and marketed by Pepsi Co International. In Pakistan, 7UP is the perfect bevemge to have food with, easily cutting through hot spices and oily gravy while encouraging the full flavor to come through.

PRODUCT 7UP is a delicate blend of lemon and lime in.fused with a seemingly constant rush of bubbles to produce a level of refreshment that's unequalled in its class. It is also amongst the first CSD beverages to introduce sugar-ftee and caffeine-free options. ACHIEVEMENTS The crisp taste of 7UP delivers a natural flavor that Throughout Pakistan, 7UP is considered to be the perfectly complements Pakistani food preferences. perfect accompenimm1t to spicy food and hot With no caffeine and 100% natural flavors, 7UP summer days. Since its launch. no other brand bas always delivers on refteahmenl been able to compete or deliver an equally satisfying taste and even global competitors with large market-

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16 SUPERBRANDS storylines that call for us to unclutter our lives and original 'Simple is better' concept, launching two RECENT DEVELOPMENTS live more simply, a philosophy that is directly commercials called 'Love story' and 'Refteshment From a positioning standpoint, 7UP has grown from miJTored by the uncluttered, simple, and :refreshing machine'. simple refreshment to a symbol ofhow to live life at taste of7UP. BBOO Pakistan took the positioning a step further its best. Recent campeign9 reflect this through PROMOTION in 2012 in a stylized comparison. with 7UP brand The earliest 7UP advertising talked about values and the line: 'Simple Ji 7UP Pi' calling for us ingredients and the •seven natural flavors to slow down, relax and make time for ourselves. blended into a savory drink with real wallop'. By 1967 this had evolved into the now famous 'Uncola' campaign. which BRAND VALUES positioned 7UP as an alternative to Pepsi • Simplicity and Coke and sent sales skyrocketing. • Relaxing Building on dlis insight, the 1982 'No • Natural Ingredients caffeine' campaign garnered national • Lemon and Lime attention for the company and appealed to • Bubbles and fizz growing concerns and confusion about caffeine levels in soft drinks. It was an www..com unprecedented period of growth and led to the 1987 'Spot' campaign, a ch.ara(:ter derived from the red dot in the 7UP trademark. 'Make 7UP yours' was a slogan THINGS YOU DIDN'T KNOW launched in late 1999 featuring the actor-co- median Orlando Jones. This popular ABOUT7UP campaign introduced a lighter side of the brand and was ex:tc:nded in 2000 with actor-comedian Godfrey portraying a There are many theories for the origin of the bumbling 7UP consumer. 7UPname. In 2010, 7UP was reformulated with a AccordiDg to Professor Gaty Yu (UCSB) and crisper, cleaner taste and given a new researchers for the popular Uncle John's this bubbly look. At. point Pakistan took a Bathroom Reader the name is derived from different direction and developed a the atomic mass of Lidlium, 7, which was campaign based on a cartoon character originally one of the key ingredients of the called Fido Dido, who promoted the fun drink (lithium citrate). side ofthe brand and confirmed its individu· ality amongst CSDs. EveDtuall.y Fido gave However, there are numerous other myths way to a campaign that went back to the explaining the name:

• Ita creator named the soft drink after winDing at a casino with three rolls of 7 and the letter u.

• The drink was formulated with seven flavours plua the bubblee from the drink's carbonation (the bubbles go up).

• Before the formula changed in 2006, a can of SiMPLt ji 7UP included seven ingredients.

• The name came from the seventh-inning stretch '7UP' in baseball tradition.

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