With the introduction of additional tax on both carbonation and sugar, Pepsico was looking to create a new product that could be sold at the old price to combat a drop in sales due to an increase in price. So they created 7UP LEMO, a drink with reduced sugar, no bubbles and added juice concentrate. In order to keep production costs down it was decided that the product had to be sold in a can.
Get cool
Get in the vibe — the communication platform was where we started. To help get you in the vibe, we created packaging that spoke to energy, excitement and most importantly refreshment. The designs needed
to be bold and stand out from everything else on the shelf.
