7UP has introduced its first-ever sonic identity in India — a seven-note audio logo developed in partnership with sonic branding agency BrandMusiq. The new asset builds on the brand’s ‘Super Duper Refresher’ positioning and signals a shift toward multisensory branding.
The MOGO (musical logo) features the sound of a can crack, a splash of fizz, and a custom melody that aims to evoke freshness and upliftment. It’s already rolling out across retail coolers in Bengaluru and is expected to become part of 7UP’s broader digital and on-ground brand experience.
The audio logo was developed using BrandMusiq’s AI-powered tool, SoniqScan, which maps musical elements to emotional responses. The final version was shaped through rounds of consumer testing, with insights pointing to the “splash” sound as the most immediate trigger for refreshment.
The sonic logo also serves as a signature for the brand across platforms — with the aim of improving recall and deepening emotional connect in a sound-driven, mobile-first world.
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“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,” said Shailja Joshi, Category Lead, Cola and Flavours, PepsiCo India.
“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,” said Rajeev Raja, Founder & Soundsmith, BrandMusiq.
