7UP launches sonic logo in India as part of multisensory branding strategy

7UP, the lemon-lime flavoured beverage from PepsiCo, has introduced its sonic logo in India, marking a shift towards multisensory branding. The audio signature, described as a musical logo or MOGO, is designed to reflect the brand’s emphasis on refreshment and aims to strengthen consumer recall through sound.

India, one of the major markets for 7UP globally, is the first to roll out the new sonic identity. The move aligns with a broader trend in marketing that leverages audio cues to build deeper emotional connections in a digital-first environment.

The sonic logo will initially be deployed across in-store coolers and retail spaces, beginning with Bengaluru. This on-site integration is intended to make the brand's audio identity immediately recognisable at the point of sale.

Developed in collaboration with sonic branding agency BrandMusiq, the MOGO incorporates sounds typically associated with soft drinks, such as the opening of a can and the fizz of carbonation, combined with a custom melody. The final composition consists of seven notes intended to reflect traits such as vibrancy and energy.

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.”

Talking about the collaboration, 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 recognisable. 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 launch marks a shift in 7UP’s branding strategy, integrating sound as a formal element of its identity. With the introduction of its MOGO (musical logo), the brand aims to align with the growing trend of multisensory marketing. The new audio signature will be used across various consumer touchpoints, including digital platforms and in-store environments, as part of a broader effort to create consistent and recognisable brand cues through sound.