BRAND STRATEGY

Ugandan beverages giant launches another global soft drinks brand

By our African Marketing Confederation News Team | 2024

CBL introduces 7UP to its brand portfolio, as PepsiCo’s brand strategy aims to reshape consumer preferences in East Africa.

Crown Beverages Limited (CBL), Uganda’s PepsiCo bottler and the country’s oldest beverages company, has launched the international 7UP soft drink brand onto the local market.

 

This expands CBL’s already extensive brand portfolio which includes Pepsi, Mountain Dew, Mirinda, Evervess Tonic, Sting Energy Drink, Nivana Water, and Aquafina. 

 

To promote the brand to Ugandan consumers, there is a new brand identity with the theme ‘say hello to 7UP’. 7UP is being sold in 300ml and 500ml PET bottles.  

 

The fresh visual identity features the brand’s signature green colour, but with added citrus hues and distinct high-contrast lines that portray a feeling of upward energy. The new design will be visible on the 7UP bottles, various marketing materials, and brand activations. 

Photo credit: CBL

 

Brand strategy includes sampling campaign 

 

The brand strategy includes a multi-touchpoint sampling campaign across bars, restaurants, and on the streets. The aim is to showcase “how 7UP can bring moments of upliftment, positivity, and surprise to people’s lives in unexpected ways”, CBL says. 

 

Comments Rogers Anguzu, Commercial Manager at CBL: “We are thrilled to bring 7UP to Uganda, a country with a vibrant and dynamic culture. We hope that 7UP will become a beloved brand in Uganda and inspire people to enjoy the deliciously uncomplicated taste of 7UP and the moments of upliftment it brings.”  

 

In April last year, CBL opened a new US$76-million bottling plant in Kakungulu, on the outskirts of Kampala, with the capacity to produce116,000 bottles per hour. A second phase of the project brings the total cost to around US$90-million. 

 

“The expansion is part of a wider attack on Coca-Cola’s dominance in East Africa, as PepsiCo looks to reshape consumer preferences. In 2009, Crown Beverage sold 22-million cases in Uganda. In 2022 it sold 65-million cases,” comments Trendtype, the London-based emerging markets consultancy. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.