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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