With an eye on strengthening consumer base in smaller towns besides penetrating deeper into

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cities, PepsiCo is giving its lemon flavoured drink '7UP' an image makeover with a new packaging, logo and marketing communication.

"We are coming up with new brand identity, logo and totally different communication. It will completely redefine our positioning of 7UP. Through the new communication, we want to strengthen the Indian connection with the brand," PepsiCo India Executive Vice President (Marketing-Beverages) Ruchira Jaitley told PTI.

The product will now have a new tagline 'Dil Bole I Feel Up'. The firm said the "new brand philosophy will celebrate India's optimism and positive attitude". Earlier the brand's marketing communication had the punchline 'Gussa Hatao Chill Machao.'

Jaitley said the idea behind the new packaging and communication is to make the brand more 'Indian' in terms of its positioning and increase its connection with the masses.

7UP was launched in India in 1990. The company goes for such major rebranding of a product after every three-four years. At present, the product is available in the market in various pack sizes ranging between from 200 ml and 2.5 litre at price points starting from Rs 7 and Rs 63.

"Today, 7UP is present in every single city. Not just getting into more smaller towns, we will increase penetration in the existing cities" she said.

Asked if the company is also looking at making any price changes as part of its effort to reach out to more consumers, she declined to comment.

As part of the marketing initiative, the company is coming up with a new television commercial featuring Bollywood actor Sharman Joshi. Besides, it is planning to launch various on-ground activities in 11 cities starting from Chennai in a span of one month.