Jeddah, 04 March 2007 - PepsiCo International, the producers of 7UP, one of the leading carbonated soft drinks, has re-launched Diet 7UP as 7UP Free, and has redefined 7UP, the refreshing thirst-quenching drink, with new look on packaging. To mark the re-launch, a lineup of innovative programs will be introduced throughout 2007. 

Throughout the years, 7UP has gained its popularity for being the lemon-lime flavored soft drink and for Fido Dido, the most recognizable character in the beverage market campaign. Springing from a creative imagination and a doodle sketched by an animator on a napkin in a restaurant, Fido Dido was licensed to PepsiCo in the early 1980s and was soon appearing with 7UP on all advertisements. The loveable, fun character is back and comes to life with a 3D animated design featured on all new 7UP cans.

Currently 7UP is the second biggest selling Carbonated Soft Drink in the GCC.  Redefining the meaning and image of "refreshment" for Carbonated Soft Drinks, 7UP has introduced a cool new style of graphics on all its packaging throughout the GCC. The background graphics have now been enhanced to reflect the feeling of refreshment enjoyed by consumers worldwide.

Diet 7UP was a tremendous success when it first introduced to the calorie-conscious consumers. To highlight its unique benefits, Diet 7UP has been re-introduced as 7UP Free, free from sugar, caffeine and color, but with the same great taste.

"This is an exciting time for 7UP and 7UP Free," said Rashid Sharaf, Marketing Manager at PepsiCo International. "As one of the leading PepsiCo beverages in the market, we wanted to ensure that we provide our consumers with packaging that truly reflects the essence of the drink, thereby redefining the meaning of refreshment as we experience it today and communicating the brand attributes"

The new packaging and re-launch will be supported with a regional advertising campaign on television, in newspapers and magazines, and outdoor posters. The evolution continues and 2007 will bring more exciting news and programs.

-Ends-

Notes to the editor:
7UP, PepsiCo International's lemon-lime flavored carbonated soft drink, is a worldwide leading carbonated soft drink brand, the second bestseller in the GCC and the third across the world. Operating through a network of ten local bottlers across the GCC for more than 50 years, PepsiCo markets and manufactures products, which include Pepsi Cola, Mirinda, 7UP, Mountain Dew, Tropicana and Aquafina.

The refreshing line of 7UP drinks are free of caffeine and color, while the newly re-launched 7UP Diet as 7UP Free is also free of sugar. 

For further information please contact:
Farah Ibrahim
TRACCS Public Relations
Public Relations for the Middle East
Phone: + 971 4 367 2530
Fax: + 971 4 367 2531
E-mail: farah.ibrahim@traccs.net
Website: www.traccs.net 
 

© Press Release 2007