7 UP's roots go back to 1920, when C. L. Grigg formed The Howdy Corporation in St. Louis, Mo. Although he named the company after the Howdy Orange drink, his goal was to create a distinctive drink that would be irresistible to the nation's consumers. Grigg spent more than two years testing 11 different formulas of lemon-flavored drinks, settling on one that fulfilled the characteristics he sought: refreshing and thirst-quenching.
Grigg introduced his new soft drink two weeks before the stock market crash of 1929. It was a caramel-colored, lithiated lemon-lime soda, which he positioned as a drink with a "flavor wallop." Costing more than its competition, it also had an unwieldy name, "Bib-Label Lithiated Lemon-Lime Soda." In spite of competing against more than 600 lemon-lime soft drinks on the market, the new brand sold well.
Early advertising described the drink as "Seven natural flavors blended into a savory, flavory drink with a real wallop." In 1936, Grigg changed the name of The Howdy Corporation to The Seven-Up Company. By the late 1940s, 7 UP was the third best-selling soft drink in the world.
In 1967, The Seven-Up Company introduced the Uncola advertising campaign, sending sales rocketing. The Uncola tag immediately joined the nation's vernacular and remained synonymous with 7 UP, despite later campaigns with new slogans.
Through the years, 7 UP's major milestones included the following:
* 1970: Sugar Free 7 UP is introduced, (later named Diet 7 UP).
* 1978: Philip Morris Incorporated acquires The Seven-Up Company.
* 1982: 7 UP's "No Caffeine" campaign begins.
* 1986: Seven-Up Company's domestic operations are sold and merged with Dr Pepper Company.
* 1987: Cherry 7 UP and Diet Cherry 7 UP introduced. Spot, the red dot in the 7 UP trademark develops into a popular cartoon character featured in 7 UP advertising and packaging.
* 1995: Dr Pepper/Seven-Up Companies, Inc., are acquired by Cadbury Schweppes plc.
* 1995: Splash package graphics are introduced.
* 1996: "7 UP. It's An Up Thing" is the tag line of a new advertising campaign along with a 20-ounce package featuring a Splash design and easy-grip bottle.
* 1999: New ad campaign features actor/comedian Orlando Jones and the slogan "Make 7 UP Yours."
Through the years, one thing remains constant the fresh, clean taste of 7 UP.
Visit the 7 UP website.
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