7UP drops Diet tag for new Free brand

PepsiCo Ireland is spending €2 million on the advertising and rebranding of Diet 7UP to 7UP Free, having found that the word "diet" conjured up negative associations, particularly among young men.

PepsiCo Ireland is spending €2 million on the advertising and rebranding of Diet 7UP to 7UP Free, having found that the word "diet" conjured up negative associations, particularly among young men.

“Consumer research highlighted huge confusion among consumers about what is actually in a diet drink. One in four people believed there was sugar in a diet drink,” said Garrett Quigley, managing director of PepsiCo Ireland.

“We want to highlight the fact that ...