7Up adds pink to its color palette to launch Pink, its new variety of sugar-free soft drinks in lemon-lime and raspberry flavors. After its arrival in markets such as the United Kingdom, Portugal, Cyprus and France over the last year, the brand launches the drink in Spain with the intention of accompanying long days of summer enjoyment.
As 7Up points out in a statement, the new version lands in stores with the aim of becoming a companion to the informal moments of the summer period. It relies on its flavor profile, which it defines as citrus with a subtle fruity touch; as well as its refreshing character.
These attributes are also complemented by the color pink and what it conveys. According to the brand, it is reminiscent of the tones of summer, your plans and your lifestyle: long after-dinner meals, festivals, afternoons at the pool or on the beach with loved ones. In this sense, its design is presented as a differentiating element compared to other options in the category, and its fresh and vibrant aesthetic connects with spontaneous, relaxed and open enjoyment.
From PepsiCo, the company that markets 7Up in our country, they point out that 7Up Pink arrives in Spain to connect with consumers who are looking for a new way to enjoy themselves and with the intention of elevating different moments in their daily lives. “With a track record of success in Spain and faithful to the brand’s own attitude – positive, fun and tremendously refreshing -, 7Up expands its range with this new proposal, which combines an innovative mix of flavor with a contemporary aesthetic to offer a new sensory and visual experience.“, explained Núria Bombardó, Director of Beverage Marketing at PepsiCo Iberia, in a statement.
The new drink is now available in Spain in supermarkets, hypermarkets and convenience stores in 1 liter bottle and 330ml can format. To communicate the launch, the brand has designed a transversal communication strategy that includes digital advertising, amplification with influencers and content creators and visibility at the point of sale.
In addition, 7Up has launched a collaboration with the Spanish portable refrigerator brand Polarbox to launch a limited edition refrigerator inspired by the pink color of the product and the tones of summer sunsets. Called “Pink Polarbox”, it can be obtained through an exclusive promotion on social networks over the coming weeks.
“At Polarbox, collaborations are an opportunity to bring together different brand universes and create something unique”; they have explained from Polarbox through LinkedIn. “Working with 7Up Pink has been a great experience, combining freshness, creativity and a bold visual approach in a campaign that perfectly reflects the essence of both brands.”.
