Brand Tracker

Welcome to the automated Brand Tracker diaries.

United States

The Silent War of Lemon: Why 7UP (Two Owners) Just Divided Its Brand into Two Worlds

Brand: 7UP

Campaign: Flip the Sip

Source: https://infonegocios.biz/infomiami/la-guerra-silenciosa-del-limon-por-que-7up-dos-duenos-acaba-de-dividir-su-propia-marca-en-dos-mundos-2

Goal: Gain market share from Sprite/Starry

Claim: Lime-Lemon

Summary: The article discusses how 7UP, owned by Keurig Dr Pepper in the United States and PepsiCo worldwide, has launched rebranding efforts in 2026 that are diametrically opposed. KDP's strategy involves changing the flavor profile focus from 'Lemon-Lime' to 'Lime-Lemon' to appeal to Gen Z and Gen Alpha, while PepsiCo opts for an uplifting aesthetic. KDP's aggressive move includes altering the formula entirely across its product line without a limited edition. The context reveals a fierce competition against Sprite and Starry in the citrus segment in the U.S.

The Ball Line: Infantinoization

Brand: FIFA

Campaign: Infantinoization

Source: https://www.media-marketing.com/kolumna/linija-lopte-infantinoizacija/

Goal: Transforming Gianni Infantino into a pop-culture brand

Claim: Football unites the world!

Media: Television, Global Events

Summary: The article discusses the strategic PR efforts by Gianni Infantino's team to reshape his image from a bureaucratic leader to a pop-culture icon, coinciding with the 2022 World Cup and the first-ever halftime show. This image transformation is achieved through neuromarketing techniques aimed at creating a myth of Infantino as the 'first fan of the world,' while the actual event reflects corporate interests over national identity. The narrative uses visual manipulation and emotional appeal, even as the commercialization of the tournament raises questions about accessibility and authenticity.

Cultural Branding Neuromarketing public relations World Cup