The new 7Up Ice brand was first launched in Singapore and Malaysia, with other regional markets expected to follow.
It is available in 330ml cans, six-can packs and 1.5 liter bottles. The 500ml bottle will also be available in the near future.
According to Nick Lee, category marketing manager at Yeo Hiap Seng, Pepsi's bottler in Singapore, an advertising campaign has been launched to promote 7Up Ice.
Developed by BBDO, with MindShare handling media, the campaign features the brand's mascot Fido Dido, the quick-witted icon that took a generation by storm with its 'King of cool' attitude in the early '90s and was recently revived in the region to promote the 7Up brand.
The advertising campaign will see Fido Dido spread the word on 7Up Ice through an aggressive TV push, as well as outdoor advertising and POS, encouraging consumers to "feel the freeze", "give their taste buds frostbite" and "feel icy cold". The icon will also appear on the product's packaging, which was designed by Australia-based Energi.
"The personality of Fido is witty, cool and sharp and fits in well with 7Up Ice, which is also sharp and cool. The ads see Fido on a beach during a hot day and the ice chill effect he gets from 7Up Ice," said Lee, adding that the drink would be targeted at young adults.
"We have a great following of 7Up in Singapore and have launched innovations like 7Up Clear Rasberry and 7Up Tropical, which have both been received very well," he said.