After seeing 7-Up’s recent rebrand, I have to ask: when did changing your logo and packaging become synonymous with rebranding? Because what 7-Up unveiled isn’t authentic branding at all. It’s a modest cosmetic makeover masquerading as something deeper.
I don’t get 7-Up as a brand. It’s another lemon-lime soda in a crowded market. Sure, it tastes slightly different from Sprite or Sierra Mist, but that’s not enough to build a compelling brand story. That PepsiCo rolled this out as a “rebrand” reminds me of Inigo Montoya’s famous counter, “I do not think it means what you think it means.”
What 7-Up Actually Did
The 7-Up rebrand came with the tagline “New Get Up, Same 7 UP” essentially telling us they changed the look but kept the same taste. The visual refresh includes updated packaging, a modified logo, and what they’re calling a more “modern” aesthetic. Their promotional materials suggest this rebranding was designed to appeal to younger audiences and make the brand feel more contemporary.
But here’s what bothers me: this feels like a PR stunt designed to generate buzz and boost slow sales. It’s about as lame as paying a celebrity for a superficial endorsement (desperate much?)
The Difference Between Repackaging and Authentic Rebranding
In my book “You Are Remarkable,” I wrote about the fundamental misconception many organizations have about authentic branding:
“Your brand isn’t invented, it is born. People don’t invent themselves, and brands are born out of relationships between people and the purpose that brings them together. Your brand already exists before you choose how you want to represent it. Your brand expression is an attempt to communicate that brand identity outwardly, and it is how other people learn to recognize your brand identity.” (page 39)
This distinction matters enormously for any rebranding effort. The 7-Up rebrand changed their brand expression (the visual and verbal elements that represent their brand) but left their brand identity completely untouched. They modified the packaging without examining the fundamental questions that drive authentic rebranding: Who are we? Why do we exist? What problem do we solve that others don’t or don’t solve as well?
Real rebranding starts with these deeper questions about purpose, values, and authentic identity. It’s about understanding your unique story and then expressing that story consistently across every touchpoint. What the 7-Up rebrand accomplished was cosmetic surgery when they needed heart surgery.
Missing the Cultural Icon Opportunity
7-Up’s team talked about wanting to be part of cultural conversations, but changing your logo doesn’t make you relevant. Look at product brands that became genuine cultural icons through authentic branding; they got there through genuine storytelling and consistent brand expression rooted in purpose.
Take Gatorade. Their cultural relevance didn’t come from rebranding exercises. It came from an authentic origin story: a coach searching for a way to keep his players hydrated, developing a formula that worked, then backing that story with consistent presence at every major sporting event. The brand became synonymous with athletic performance because everything they did reinforced that story.
Nike follows the same authentic branding formula. Their cultural impact stems from a clear brand identity around pushing athletic performance, consistently expressed through product innovation, athlete partnerships, and marketing that celebrates overcoming obstacles. When Nike changes their visual identity, it’s in service of that deeper brand story.
I don’t see any of that depth with the 7-Up rebrand approach. They changed colors and fonts without giving us any reason to care about the brand the modified logo represents.
The Nostalgia They Should Have Embraced
Here’s what really frustrates me about this missed rebranding opportunity: 7-Up has incredible brand heritage they completely ignored. That classic bright green 7UP logo with the dot between “7” and “UP” was quintessentially 7-Up. It had character, recognition, and nostalgic appeal that younger consumers actually gravitate toward today.
Even more compelling, they abandoned their most distinctive brand positioning: “The Uncola.” This wasn’t just a tagline: it was a complete brand identity that positioned 7-Up as the alternative, the rebel, the choice for people who wanted something different. In the 1970s, being “uncola” meant something. It captured a counter-culture spirit that could absolutely resonate today through authentic branding.
Instead of exploring how to be “uncola” in 2025, the 7-Up rebrand chased design trends that will feel dated in a few years. They pivoted away the brand heritage that meaningfully differentiated them and towards looking and sounding like the rest of the commodity soft drink herd.
When Rebranding Makes Sense
Real rebranding happens when an organization’s fundamental identity shifts. We outline this in our book: rebranding is necessary “when a company has moved away from its former purpose and values, whether by unconsciously straying from them or by consciously deciding that it is committed to something else.” (page 154)
This could mean new ownership with different values, a fundamental change in what the company does, or serving completely different customers with different needs. But authentic rebranding addresses these rare, significant changes, not quarterly marketing initiatives.
For 7-Up, the question isn’t whether they need new packaging. It’s whether they need to fundamentally rethink their purpose in a world where high-sugar sodas face cultural headwinds. If they’re committed to remaining exactly what they’ve always been (a lemon-lime soda with lots of sugar) then they should own that identity completely rather than hiding behind superficial design updates.
What 7-Up Could Have Done Instead
If I were advising 7-Up (which I am happy to should 7-Up’s parent company read this), I’d push them toward one of two authentic branding directions:
First, they could fully embrace their heritage through genuine rebranding. Bring back the classic visual identity, revive “The Uncola” positioning, and lean into what made them distinctive. Market to people who want an authentic alternative to mainstream cola culture. Make nostalgia part of your brand story, not just your design aesthetic.
Second, they could genuinely rebrand by rethinking their product line around their core identity. If “uncola” represents the alternative choice, how could they expand that positioning beyond traditional soda through authentic branding? Could they become the brand for people who want refreshing alternatives across categories? This would require actual strategic thinking, not just visual updates.
Either rebranding approach would require understanding their authentic brand identity first, then expressing it consistently across everything they do.
A Missed Opportunity for a Deeper Connection
What bothers me most about the 7-Up rebrand is how it represents a broader misunderstanding of what authentic branding actually is. When organizations think rebranding is just logos and packaging, they miss opportunities to build genuine connections with customers who share their values and purpose.
Customers see through superficial rebranding changes. They can tell when you’re just trying to look different without actually being different. This kind of approach might generate short-term PR buzz, but it doesn’t build the lasting relationships that drive long-term business success.
Meanwhile, organizations that understand authentic branding … who know their purpose, live their values, and express their identity consistently … build loyal communities of customers who do their marketing for them.
The Verdict
So is the 7-Up rebrand remarkable? Not remotely. It’s a missed opportunity presented to us as something significant.
Rebranding requires the courage to examine who you are, why you exist, and how you can authentically serve customers in ways others can’t. Authentic branding means aligning your brand expression with your brand identity, not just updating your look to chase current design trends.
The 7-Up rebrand chose the easy path of cosmetic changes over the harder work of authentic brand development. That’s not rebranding—it’s just expensive graphic design with a press release attached.
If you’re considering rebranding your own organization, start with the deeper questions first. Understand your authentic identity, clarify your purpose, and identify what makes you genuinely remarkable. Only then should you think about how to express that identity visually and verbally.
Because at the end of the day, remarkable brands aren’t built through logo updates—they’re built through authentic stories consistently told and lived every single day.
