7UP, Dr Pepper Snapple Group

diet cherry 7up

Diet cherry 7up

The Seven-Up Company’s roots go back to 1920, when C. L. Grigg set himself to create a distinctive soft drink that would prove irresistible to the nation’s consumers.

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The earliest 7UP advertising featured a winged 7UP logo and described the soft drink as “a glorified drink in bottles only. Seven natural flavors blended into a savory, flavory drink with a real wallop.”


In 1967, 7UP introduced the UNCOLA advertising campaign, which sent 7UP sales rocketing nationwide. The tag immediately joined the nation’s vernacular and remained synonymous with 7UP, despite subsequent new slogans.


The 7UP “No Caffeine” campaign garnered national attention for the company in 1982, as it appealed to growing consumer concern and confusion about caffeine in soft drinks. It launched 7UP sales into an unprecedented period of growth.


In 1987, 7UP introduced Spot, a character derived from the red dot in the 7UP trademark. Spot rapidly developed into a popular character represented on licensed items throughout the nation.


New advertising featuring actor/comedian Orlando Jones and the slogan “Make 7UP Yours” was launched in late 1999. The popular campaign continued in 2000, introducing comedian/actor Godfrey as the bumbling 7UP guy.

Banking on his 30 years of experience in advertising and merchandising, Grigg formed The Howdy Corporation, named for the Howdy Orange drink he pioneered.

Grigg spent more than two years testing 11 different formulas of lemon-flavored drinks. He settled on one that fulfilled the characteristics he sought: refreshing and thirst-quenching. Grigg introduced his new soft drink two weeks before the stock market crashed in October 1929. It was a caramel-colored lemon-lime soda, which he positioned as a drink with a “flavor wallop” to market alongside the already-successful Howdy Orange drink.

It cost more than its competition. It also carried the burden of an unwieldy name, “Bib-Label Lithiated Lemon-Lime Soda,” and it competed against more than 600 lemon-lime soft drinks already in the marketplace. In spite of all the obstacles, the new brand sold well. Shortly afterwards, Grigg changed the brand’s name to 7UP.

Acknowledging the success of the 7UP trademark in 1936, Grigg changed the name of The Howdy Corporation to The Seven-Up Company. By the late 1940s, 7UP had become the third best-selling soft drink in the world.

In 1970, The Seven-Up Company introduced sugar-free 7UP, which was an immediate success among the growing number of calorie-conscious Americans. It was named Diet 7UP in 1979.

In June 1978, Philip Morris acquired The Seven-Up Company, then sold the domestic operations to a private investment group in 1986. The company was merged with Dr Pepper Company, and the new management team consolidated administrative functions of The Seven-Up Company at the Dallas headquarters of Dr Pepper Company. Manufacturing of 7UP products remained at the company’s St. Louis facility.

In early 1987, Cherry 7UP and Diet Cherry 7UP were introduced. Marketed to young people, the new products were designed as light, refreshing additions to the prestigious family of 7UP brand products and met with instant success across the country.

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

In 2010, 7UP was reformulated with a crisper, cleaner taste and given a “ridiculously bubbly” new look.

Today, 7UP is part of Dr Pepper Snapple Group, an integrated refreshment beverage business marketing more than 50 beverage brands throughout North America.

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