While soda companies are always chasing new ways to repackage and reinvent their bestselling products, they have to be very careful when it comes to changing the flavor of consumer favorites.
There’s no better example of how violently people react to these changes than the famous New Coke debacle of 1985. Coca-Cola sales were drooping in the mid-80s due to competition from Pepsi, so the company decided it needed a new approach and released New Coke, which was advertised as sweeter.
But the change rattled consumers, and Coca-Cola fielded more than 40,000 angry calls and letters. Seventy-nine days after the launch, the company announced that the original Coke would return as Coca-Cola Classic.
New Coke acted as a cautionary tale for soda manufacturers. In the case of Coca-Cola, many people had deep emotions about the soda, considering it a part of their regional identity. Despite performing well in taste tests, New Coke had a much higher hurdle to jump than just flavor.
Now another major soda maker has announced a major change to its most classic formula, and we can’t help but think it feels familiar — and maybe even similarly doomed.
Keurig Dr Pepper is changing 7UP
Keurig Dr Pepper, the company that owns 7UP, recently shared that it would reformulate the classic soda to make the lime flavor more forward.
“This is a bold reinvention of one of America’s most iconic soda brands for a new generation of consumers — starting with the flavor itself,” Drew Panayiotou, Keurig Dr Pepper chief marketing and innovation officer, said in a statement.
“We are transforming a beloved heritage brand into a modern disruptor — delivering a sharper visual identity, a more refreshing taste experience, and a distinct position that attracts new users and deepens brand loyalty.”
Related: Study reveals alarming problem linked to drinking Diet Coke daily
The appearance of the cans will also change to signify the new formula, with a more modern-looking version of the classic 7UP font and “Lime Lemon” written above the logo. The drink will also be the first lime-forward soda in the category.
The move is intended to accomplish two things. First, Keurig Dr Pepper wants to differentiate 7UP from competitors Sprite and Starry. Second, the company is trying to appeal to the Gen Z and Gen Alpha palate.
Based on the company’s internal beverage trend report cited in the 7UP announcement, 72% of both generations prefer citrus-forward flavors. The lemon-lime beverage category generates $5 billion in revenue in the United States, Circana confirmed, according to CNN.
Keurig Dr Pepper is not the first to try rebranding a lemon-lime soda. Pepsi did the same with Sierra Mist in 2023, changing it to Starry after sales of Sierra Mist showed a major decline, Marketing Dive reported.
The rebrand has helped it sell better, although Coca-Cola’s Sprite still rules the lemon -lime category.
Why the 7UP rebrand is a big gamble
While Coca-Cola is arguably the highest-profile soda brand and one with which many Americans feel a patriotic bond, 7UP is no slouch in the category.
Founded in 1929 by Charles Leiper Grigg, the lemon-lime soda was the first of its kind, predating Sprite by several decades. Many people have fond memories of it and have drunk it for most of their lives, presenting a similar issue to what New Coke faced.
On the other hand, Keurig Dr Pepper has seen success in reinventing other historic brands, such as RC Cola, which was created in 1905.
The company leaned into a nostalgia play with the soda, retaining the original packaging and launching an advertising campaign — its first in 40 years — to promote it. It also used the tagline, “Not a soft drink. Just a damn good cola,” Food Dive noted.
“The biggest risk you have with brands is stagnation and not wanting to evolve,” Panayiotou told CNN in an interview. “If you stay stagnant, that’s when you start losing momentum and sales decline.”
Related: Coca-Cola keeps beating its rivals, and Wall Street noticed
