Certain brands alter its taglines at the drib of a hat. 7Up, the lemon flavored softdrink build from Pepsico is ane such brand. The build which re-energized the lemon flavored softdrink marketplace inwards Bharat afterwards the demise of Limca is inwards a means struggling to uncovering a sustainable positioning.
The build which was launched inwards 1990 speedily gained traction inwards the Indian marketplace largely due to the branding do centered only about the mascot Fido Dido. The build , for some argue or the other, decided to drib the famous mascot together with began to concentrate on the " lemon " factor. The build together with so adopted the tagline " The lemon drink'.
Later the build decided to focus on the build benifit - refreshing gustation together with adopted the tagline " Mood ko do lemon ka elevator ". Then yet ane time to a greater extent than inwards 2010, the build went into anger management means using the tagline " Bheja Fry, 7Up Try " . In 2011, the build roped in bollywood histrion Sharman Joshi every bit build ambassador together with adopted the positioning strategy centered only about the coolness ingredient . The build had the tagline which was together with so changed to " chill machao " .
Later the build decided to focus on the build benifit - refreshing gustation together with adopted the tagline " Mood ko do lemon ka elevator ". Then yet ane time to a greater extent than inwards 2010, the build went into anger management means using the tagline " Bheja Fry, 7Up Try " . In 2011, the build roped in bollywood histrion Sharman Joshi every bit build ambassador together with adopted the positioning strategy centered only about the coolness ingredient . The build had the tagline which was together with so changed to " chill machao " .
The build couldn't uncovering a tagline which actually worked or established a sustainable positioning platform . One saving grace is that the build notwithstanding kept revolving only about the coolness ingredient inwards these build communications.
This summertime , 7Up ane time to a greater extent than changed its positioning together with had a rebranding do whereby the logo has been changed to reverberate the brand's international persona. Along amongst the novel build logo, 7UP is every bit good running its 2012 summertime campaign.
The novel drive is only about the topic of "optimism" or upliftment.. The build uses the " UP" term inwards the build scream to farther reinforce the electrical flow positioning of optimism
Watch the novel drive : Sharman Joshi ( 7UP)
The build has adopted yet some other novel tagline . The novel tagline is " Dil BoleI Feel UP " . The positioning topic is that the build lifts your optimism ( mood). The novel advertizing features Sharman Joshi shaking a leg amongst a penguin. Other than that , at that topographic point is non much wow inwards the novel campaign. Another interesting fact is that 7UP decided to convey its Nimbooz build every bit good inwards the electrical flow drive so saving on the cost.
According to a study inwards ET, lemon flavored drinks were growing at 16-17% inwards the final twelvemonth making it the fastest growing category inwards Rs 10,500 crore Indian softdrinks market. This flavor is expected to witness lot of activeness inwards this segment.
7UP inwards my sentiment is struggling to uncovering its positioning. Frequent changes inwards the slogan together with advertising topic reflects this confusion. That confusion is non adept for the build inwards long-term. How always practitioners fence on this citing freshness together with ascension sales . But to do a sustainable build equity ,consistency inwards the positioning topic is a must. Otherwise the sales of the build depends purely on the promotional pass together with every twelvemonth the build needs to reinvent the wheel. Globally, the build has the slogan " Be Yourself, Be Refreshing " is a wonderful positioning platform. But 7UP notwithstanding chose to ignore it together with the eternal search continues.,
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