7UP®, a PepsiCo brand, has launched its first-ever sonic identity in India, marking a shift towards incorporating sound into its branding strategy. The new audio signature is intended to support brand recognition and consumer engagement through a multisensory approach.
India, a key market for 7UP®, is the first to roll out this initiative. The brand's sonic identity, described as a MOGO® (musical logo), has been developed in collaboration with BrandMusiq. The audio design incorporates sounds such as a can opening and a fizzy pour, combined with a custom melody. The composition is based on a seven-note structure designed to represent the brand’s key themes of optimism, energy, and refreshment.
The MOGO® will initially be introduced across in-store coolers in Bengaluru. The sound is intended to become a recognisable feature of the customer experience at the point of sale.
Commenting on the launch, Shailja Joshi, Category Lead, Cola and Flavours, PepsiCo India, said, “In today’s dynamic consumer landscape, building a brand goes far beyond the imagery to creating experiences that are instantly felt and remembered. With our new sonic identity, we bring to life the essence of 7UP, refreshing, vibrant, and full of character, in a way that resonates across platforms and cultures. This sonic identity is not just an audio asset, It’s an innovative leap into sensory branding. It will serve as a consistent, emotionally engaging cue that will amplify 7UP®’s refreshing spirit wherever our consumers engage with us.”
The identity was developed using BrandMusiq’s SoniqScan, an AI-based tool that links musical features to emotional responses. The sound design process included consumer testing and revisions to ensure the audio reflected the intended emotion of refreshment. Key feedback identified the importance of including a crisp 'splash of water' to reinforce the theme.
Rajeev Raja, Founder & Soundsmith, BrandMusiq, said, “For the 7UP global sonic identity, we weren’t just creating a sound, we were bottling a feeling. The rush of freshness, the playful splash, the upliftment you get when you take a sip. The swiftly ascending 7-note MOGO®️ captures all of that in a way that’s light, cool, and instantly recognizable. The MOGOSCAPE®️ (sonic brandprint) was crafted to bring the totality of the brand experience across every ‘Earpoint’. It all comes together to create a consistent and emotionally engaging sonic world for the brand.”
The sonic identity will be integrated across digital platforms and physical brand touchpoints, forming part of 7UP®’s broader strategy to build brand consistency through sound.
