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7 UP

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BevCAT Certification What is bevCAT?
Producer/Agent Information
Company Cadbury Schweppes
Street 25 Berkeley Square,, WIX 6HT London
Region England
Author/Editor: Eileen Cunningham (Cantabry Ltd)
Product Information
BevCAT Anything else (01-01-05-04-99)

7 UP is a leading lemon-lime soft drink that provides fun, refreshing relief. Created in 1929 as "Bib-Label Lithiated Lemon-Lime Soda", today 7 UP is our second largest brand in the US accounting for a little under 20% of Dr Pepper/Seven UP sales and the second largest brand in the lemon-lime market - the largest non-cola flavour segment.

How 7 UP came about

The origin of the Seven Up company goes back to 1920, when C L Grigg drew on 30 years of experience in advertising and merchandising to form The Howdy Corporation in St Louis, Missouri. Although he named the company after the Howdy Orange drink he pioneered, his goal was to create a wholesome and distinctive soft drink that would prove irresistible to the nation's consumers.

Spending more than two years testing 11 different formulas of lemon-flavoured drinks, Grigg finally settled on one that fulfilled the characteristics he sought: refreshing and thirst-quenching. A lemon-lime soda, he positioned it as a drink with a "flavour wallop" to market alongside the already-successful Howdy Orange drink.

Grigg introduced his new soft drink in October 1929, just two weeks before the Wall Street stock market crash. It carried the burden of an unwieldy name "Bib-Label Lithiated Lemon-Lime Soda". Competing against more than 600 lemon-lime soft drinks already in the marketplace, the drink also cost more. But in spite of all the obstacles, the new brand drink sold well. Shortly afterwards, Grigg changed the brand's name to 7 Up. Earliest advertising featured a winged 7 Up logo and described the soft drink as "A glorified drink in bottles only. Seven natural flavours blended into a savoury, flavoury drink with a real wallop".

By the late 1940s, 7 Up had become the third best-selling soft drink in the world.


1920 C L Grigg forms the Howdy Corporation in St Louis.

1929 Grigg introduces a new soft drink named "Bib-Label Lithiated Lemon-Lime Soda" two weeks before the Wall Street stock market crash of 1929. Shortly afterwards he changes the name to 7 Up.

1936 Following the success of the new drink, Grigg changes the name of the Howdy Corporation to The Seven-Up Company.

Late 1940s 7 Up becomes the third best selling soft drink in the world.

1967 The UNCOLA advertising campaign is introduced, sending 7 Up sales rocketing.

1970 Sugar-free 7 Up is introduced and is an immediate success.

1978 The Seven-Up Company is acquired by Philip Morris.

1979 Sugar-free 7 Up is renamed Diet 7 Up.

1982 The 7 Up "No Caffeine" successful campaign forces the soft drink industry to address the caffeine issue with new products and other competitive countermeasures.

1986 Philip Morris sells the domestic operations of The Seven-Up Company to a private investment group for $240 million and the company is merged with Dr Pepper Company.

1987 Cherry 7 Up and Diet Cherry 7 Up are introduced, and Spot, a character derived from the red dot in the 7 Up trademark, is introduced. He develops into a popular cartoon character and is featured in 7 Up advertising and packaging until 1995.

1995 With the March 1995 acquisition of Dr Pepper/Seven-Up Companies Inc by Cadbury Schweppes plc, 7 Up becomes part of Cadbury Beverages North America.

1996 The company changes its name to Dr Pepper/Seven Up Inc. "It's An Up Thing" becomes an instantly accepted tagline for the product.

1999 New advertising featuring actor/comedian Orlando Jones and the slogan "Make 7 Up Yours" is launched.

2002 The new 7 Up Guy, known as Godfrey, takes over the "Make 7 Up Yours" campaign.

Not only but also

As well as 7 Up and Diet 7 Up, we introduced Cherry 7 Up and Diet Cherry 7 Up in 1987. None of our 7 Up products contains caffeine.



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