The strategy for 7UP’s global rebrand started with a simple but powerful insight: the flavor of 7UP—a crisp, citrusy hit—isn’t just refreshing, it’s a taste that lifts you up. That idea became the foundation for “UPliftment”—a brand platform built around the feeling of lightness, both physical and emotional. Strategy led the charge early, defining the tone and emotional core that guided everything from design to rollout.

To bring the idea into the real world, we launched giant branded coolers in cities across the globe—walk-in pop-ups where people could grab an ice-cold 7UP and leave with limited-edition merch. Each one offered a quick hit of joy, turning the flavor’s lift into something you could see, feel, and carry with you.

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Role: Senior Brand Strategist
Client: PepsiCo