For the past two years, 7UP’s ambition as a brand has been to capture and own the lemon refreshment territory within the clear lime category. ‘Lemon’ has proven to be a clear and relevant differentiator for the brand. Further, the emotional connect with the idea of upliftment through refreshment has led to an impressive payoff for the brand.
After establishing itself as ‘The Lemon Drink’ in January 2009, 7UP has continued to build on the theme of mood upliftment with its new tagline ‘Mood Ko Do Lemon Ka Lift’.
Nimbooz is a great tasting product. It has capitalized on the existing familiarity with and high consumption of unpackaged / home-made nimbu pani. It has remained true to its authentic Indian Identity by using the traditional Matka (Earthen Pot) and Squeezer in the manufacturing process.