7UP is redefining the $5 billion lemon-lime category with its first evolution in over 15 years with a lime-led reformulation at the center.
The debut of 7UP Lime Lemon marks the category’s first lime-led formula. It brings a consumer-preferred lime-forward profile — 72% of Gen Alpha and Gen Z consumers gravitate toward citrus-forward flavors — to 7UP Regular, 7UP Zero Sugar, Cherry 7UP and Cherry 7UP Zero Sugar, anchoring a new chapter for the brand across product, packaging and visual identity. The roll out begins in mid-August.
Alongside the new recipe is a refreshed visual identity, featuring a vertical logo, bolder colors, and a new Lime Lemon designation. They will also be supported by “Flip the Sip,” a multiplatform marketing campaign that celebrates the unexpected through social storytelling, cultural moments and in-store experiences nationwide.
Ten packaging concepts were designed by Keurig Dr Pepper’s (KDP) team with its chief design officer in residence, James Somerville, and design agency Deutsch LA. Many of them, including the final version selected, were modernized takes on classic 7UP designs. Somerville states that the renovation represents the most significant evolution of the 7UP brand in more than 15 years.
Designers played around with the placement of the red dot, and in the new can, it peeks out from behind the U and comes out over the 7. The new vertical placement of the logo, KDP found, dramatically increased consumers’ ability to find it, and the red dot was a powerful identifier. 7Up Cherry’s can comes in a Dr Pepper-esque burgundy, and the zero sugar versions of each are black.
