In the late 1960s, 7UP began referring to themselves as the Uncola in attempt to compete with Coca-Cola. Per the advertising and marketing database at, the campaign was also quite successful: The “Make 7 UP Yours” campaign was designed to dispel perceptions of 7 UP as being boring, old and bland, without abandoning its core equity of innocence. Part of that is through the use of social media to reach a younger audience and the marketing of 7UP as some kind of “feel good” product. Pat Dypold’s 1969 “Lady Liberty” was the object of protests objecting to the implied endorsement of the Statue of Liberty for a commercial product On the heels of that success, 7UP revisited the Uncola ads and rehired Geoffrey Holder to lend them his magnificent voice, further cementing the idea of 7UP as a preferable over Pepsi or Coke. Time left 6d 14h left. — The Fido Dido philosophy, according to his creator, Sue Rose. Bob was one of the driving forces behind “The UnCola” ad campaign from the beginning in 1968 until the end in the middle 1970’s. Budweiser Lizards- The Frogs Revenge. Different styles and concepts abounded in their artwork, but the campaign evolved to greater heights with their audio/video component. The edition of the Super Bowl where the infamous “show us your cans” spot aired. By 1967, the soda was losing steam and the brand needed a new angle. P.S. All of them are gorgeous examples of brazenly psychedelic advertising, and Treat has done a huge amount of work researching the images and the artists responsible for them. One side of each glass says "7-Up" and the opposite side says "The Uncola".   Cool Spot (or simply Spot ) was a mascot for 7 Up in the United States. ), What is Tedium? Look it up if you need further explanation. (via ⤵️, Learn Innovation from McKinsey, Ogilvy, Deliveroo and Futurice.   0. Each one ended with the phrase “Feeling lucky seven, feeling seventh heaven, feeling 7UP,” positioning the beverage as not only a family-friendly drink, but something that simply makes its drinkers happy. Without further ado, Make 7 Up Yours. | Support us on Patreon | Share your ideas! The soft drink we now know as 7UP was invented and made its way onto the soft drink market in 1929—just a few weeks before the start of The Great Depression. Dallas resident Bob Treat has become the world’s foremost collector of the massive 7Up billboards—he has managed to get his hands on 25 of the 53 known UnCola billboards known to exist. ... A fresh set of television commercials… Little did the counterculture know, 7UP was actually a whole lot stronger a couple decades earlier. Geoffrey Holder. Created by Charles Leiper Grigg, the drink was called Bib-label Lithiated Lemon-lime Soda before Grigg eventually changed the name to 7UP. Cool Spot voice by Frank Welker. He excitedly tells people how he is coming up with new slogans for the brand and proceeds to seemingly “insult” others with the phrase “Make 7 … Up Yours!” It’s catching on already …. See more ideas about 7up, Vintage advertisements, Vintage ads. They’re funny and sort of tame by today’s standards, but certainly didn’t exist without a measure of controversy. More television spots followed and the campaign saw a heavy emphasis on radio in order to communicate its message more effectively to its target audience. 7UP The Uncola on WDGY, 1968. I may not drink soda anymore, but when I look back on these old ad campaigns, I can say one thing with great certainty—I am, in fact, feeling 7UP. Really makes you want to grab a can of 7UP for yourself, doesn’t it? Why not use 7UP to liven up your barbecue or to bake a cake? JMagajes Posted 7 years 6 months ago Amazing commercial. Holder was an established veteran actor, dancer, and choreographer by the time he began voicing 7UP ads. His new soft drink competed with over 600 other lemon-lime flavored sodas at the time, but sold pretty well … perhaps due to the lithium contained in the soft drink in addition to 7UP’s lemon and lime flavoring. David Buck is a former radio guy/musician who researches and writes about all manner of strange and interesting music, legacy technology, Nintendo and data analysis. Artwork was always an important aspect of the campaign and 7UP even used graffitti aesthetics and modern art styles in their print advertisements during the Uncola campaign. Early advertising for the soda was straightforward, with a simple slogan: “Seven natural flavors blended into a savory, flavory drink with a real wallop.” Over its first few years, the beverage was also marketed as a potential hangover cure (though it apparently has nothing on Sprite in that regard). 0 bids. 7-Up - The Uncola spot. Hey all, Ernie here with a piece from David Buck, who is spending tonight taking a tour through one of the more iconic brands on the soda aisle. And sign up for our newsletter—it'll make your inbox a little better every Tuesday and Thursday. Explore the latest service design frameworks, research tools, corporate accelerators and data ethics. This spot seen here touting “Fallpaper” is a pitch-perfect example of the shaggy new vibe of the hippies making its way into TV commercials.   This identity separated the brand from its peers and firmly established 7UP as a great alternative to its more “corporate” competition from the cola drinks that saturated the soft drink market at the time. Milton Glaser’s 1971 “Like No Cola Can” billboard Here are more great images from the campaign, as well as a TV commercial: Slogan: The Uncola. The “Uncola” campaign aligned perfectly with the target market and proved incredibly successful; in one year sales of 7-Up went up 56 percent! The Uncola campaign was perhaps advertising’s most adventurous foray into truly psychedelic imagery, even to the point of appearing to endorse LSD use as an activity fit for 7Up-consuming adults. Pat Dypold’s “Turn Un” image billboard—the b/w portions are Bob Treat’s recreation based on a much smaller image Featuring actor/comedian Orlando Jones as a spokesman inviting people to make 7UP a part of their lives. Promise. thanks again to the Future London Academy. Metal pedestrian crossing markers saying "Drink 7up Safety First" were installed in many U.S. cities in the 1930s. Fido Dido was recently revived as part of the UK’s “Feels good to be free” campaign. The new Uncola campaign, which features ''The Un`s the One'' line, will be aired Wednesday night initially with commercials on MTV in selected markets. Log in to comment on this commercial. Here’s a brief medley of TV commercials from the pre-Geoffrey Holder heyday of the UnCola campaign: Bob Treat’s Flickr set on the UnCola advertisements is amazing; check them out as well as Lisa Hix’s excellent Collectors Weekly writeup for more information. He starred in several advergames in the 1990s, as well as his own 7 Up adverts on television. (Max did submit images to J. Walter Thompson, but his designs were not used.). The Uncola Hut, 1973. By taking time to carefully craft a message that echoed with the audience J. Walter Thompson wasable to create one of the most successful soft drink advertising campaigns. Join a 5-day immersive design thinking safari in London. The ultimate difference between the two leading colas, and "The Uncola", 7-Up. Listen to the most recent broadcast of this show Play November 24th Show. He is an anthropomorphic version of the red dot in the 7 Up logo.   Pat Dypold’s 1971 “Uncover Summer” billboard poster We … PR requests unrelated to this project will be ignored. From the mid-1930s to the early 1950s, the advertising slogan for the drink was “You Like It, It Likes You.” In its incredible directness, simplicity, and dishonesty, it ranks as my favorite advertising slogan of all time. I'm hoping that means it's the opposite of "coca-cola"...What is an uncola ? WDGY at the time was one of the top-40 rock stations in the Twin Cities. With a voice similar to that of James Earl Jones, Holder cooly and calmly explains what separates the Uncola from the competition in a warm, calm tone. Within a few months the ads sent 7UP sales rocketing. I bet you won’t be able to get it out of your head for at least a week. By 1988, he became the face of 7UP in the UK, starring in a few of their ads. New Listing Vintage 7up Advertising Promo The Uncola Glass opposite of Coca-Cola Glass Mint. June 19. In today’s Tedium, we’re going behind the fizz with a refreshing look into the marketing history of everyone’s favorite un-cola, 7UP. TV commercials at the time featured actor Geoffrey Holder talking about "Uncola nuts" (lemons and limes) versus cola nuts, so calling this "The Uncola Hut" was fitting. 0:31. Fido Dido—who sort of reminds me of Doug from the Nickelodeon cartoon of the same name—was also the star of a few advergames, filling the same role the Cool Spot played in the US. The new nickname for the drink was to be “The Uncola” and if you’re older than about 50, you’ll have no trouble remembering that name and possibly a memorable series of TV spots starring Geoffrey Holder. The UNCOLA campaign changed everything and the ads seemed to say: ‘This is a drink that is definitely not Cola and we are different and we are proud of the difference’. 1947 advertisement for 7Up The Uncola campaign continued for some time, but was replaced in 1982 by the successful “no caffeine” ads that were popular at the time. According to actor/pop culture writer Eddie Deezan, this was probably because the drink had seven ingredients—carbonated water, sugar citric acid, lithium citrate, sodium citrate, and essences of lemon and lime oils—and the bubbles flowed upward. Later, 7UP was being advertised in Ladies Home Journal as a way to coax fussy babies into drinking their milk.   Although this seems to be the most plausible reason, it may not be true. Glasses will ship with original "7-Up The Uncola" box included. Kim Whitesides’ 1969 “Un & Un Is Too” billboard uses Lennon/McCartney stand-ins with psychedelic imagery emanating from their “bottle-guitars” We had a couple upside down Uncola fountain glasses as kids.   C $0.98. But I digress. Grigg had originally been in the orange soda business, but due to the success of Orange Crush, he needed to come up with something that would effectively compete and be more successful in the market. They became so popular they even spawned a video game!   - See more commercial slogans, 7 up slogans, via {feuilleton}, The UnCola: 7Up and the most psychedelic, LSD-friendly ad campaign of all time, a definitive account of the UnCola campaign, The Montauk Project: The idiotic conspiracy theory that inspired ‘Stranger Things’, ‘Beth, I hear you calling’: The totally made-up, not true story behind the biggest hit KISS ever had, Wowie Zowie: The early beatnik-style artwork of Frank Zappa, The Drive to 1981: Robert Fripp’s art-rock classic ‘Exposure’, ‘The Brave’: The cinematic atrocity that could have tanked Johnny Depp’s career. It even makes a great lip balm, if you’re into that sort of thing. The UnCola. Notable spots are where he warns us about imitators like those other clear sodas in the “Un-Cola, Ahhhhh!” spot: Or when he gives viewers/listeners an in-depth overview of the difference between cola nuts and uncola nuts (which are just lemons and limes) in “7UP, the Uncola”: The Uncola campaign continued for some time, but was replaced in 1982 by the successful “no caffeine” ads that were popular at the time. — David @ Tedium, Oh yeah, make sure you give today’s sponsor a look.   Now, that’s effective advertising. Perhaps the most famous spot is the one where Jones strolls down a street wearing a green shirt with “make 7” written on one side and “up yours” on the other. 7up has existed as a drink since 1929, but it wasn’t until 1936 that it was given the name 7Up. No Pac-Man pattern memorization required. In 1975, won two Tony Awards for "The Wiz": as Best Director (Musical) and Best Costume Designer. He reprised his role as the 7 Up Spokesman in the 2011 season finale of The Celebrity Apprentice, where he appeared as himself in a commercial for "7 Up Retro" for Marlee Matlin's team. Originally sketched on a napkin by Rose in 1985, the wily character quickly became the face of a number of T-shirts and took off in popularity. C $4.62. He was the bald "Un-cola Man" with the deep voice and memorable "Ha Ha Ha Ha" laugh in the 7-Up soda television commercials in the 1970s and 1980s. The only thing missing from this tasty-looking cocktail is lithium. A note regarding emails: Tedium-related queries only please. Classic advertisements. Talks, workshops, office visits, fireside chats and networking. Why not keep the tradition alive? Building on these successes, the brand eventually came to have two distinct mascots in two different parts of the world: the Cool Spot in the United States and a little doodle named Fido Dido across the pond. The brainchild of ad agency Young & Rubicam, the ads sought to combat a common dilemma: a lack of interest and connection to the brand. Uncola - What does Uncola stand for? Find this one an interesting read? THE MEDIA BUSINESS: ADVERTISING -- The Unmaking of the 'Uncola'; After Years of Decline, New Owner Plots Revival at 7-Up. The year lithium citrate was removed from 7UP’s recipe. :(Thank you . Pat Dypold’s 1969 “Butterfly & Bottle” billboard These beautiful glasses are in excellent used condition from a smoke free home. All rights reserved. The original phrase at the time was "Turn On, Tune In, Drop Out" by psychedelic LSD guru Timothy Leary. Treat only has half of the billboard in his possession, but was able to extrapolate the rest from an image from one of 7Up’s poster offers—an image that is probably just an inch or two wide. Never tipped over! Upon arriving he joined Katherine Dunham's dance school where he taught folkloric forms for two years.   (via History By Zim). One connection that Treat made that would never have occurred to me is that the much-touted “Un” in “UnCola” was a direct reference to the concept of “un-American” that had stuck to the hippie generation in the hyper-charged political atmosphere of the late 1960s. What he receives, however, are images of folks showing off their fully clothed posteriors in various poses. Disclosure: From time to time, we may use affiliate links in our content—but only when it makes sense. Pat Dypold’s 1971 “The Light Shining Over the Dark” billboard Ed George’s 1969 “Wet Un Wild” billboard could almost be mistaken for the Beatles’ “Yellow Submarine” Copyright © 2015-2020 Tedium: The Dull Side of the Internet. As a result, the campaign seemed to be going strong. After seeing him perform in St. Thomas, Virgin Islands the choreographer Agnes de Mille invited Holder to work with her in New York. As Treat put it, “The phrase “Un-American” often came up in association with the counterculture’s antiwar protests so the suffix “Un” struck a chord with the youth.”  To us in 2016, the negative aspects of being labeled un-American seem so clear as to make such a move seem perverse, but the ad campaign did rescue 7Up from oblivion. Through the use of humor, irreverence, and charismatic spokespersons, the ads connected with the public in a way that stuff like Cool Spot never could. Today in Tedium: For the past few years, we’ve brought our readers a deep dive into the unique marketing histories of some of our favorite brands. Be sure to tune in next time as we dive into whether or not Dr. Pepper contains prune juice (nevermind; it doesn’t).   5. The ad campaign continued for some time after with the comedian Geoffrey—but like all things in advertising—it, too, faded away.   In a delightful parody of various brand sweepstakes, he tells viewers he’s judging a contest showing off the best 7UP cans. Per The UNCOLA campaign changed everything and the ads seemed to say: ‘This is a drink that is definitely not Cola and we are different and we are proud of the difference’. 7UP hired Geoffrey Holder to be the voice and image of the campaign on television and radio. The campaign positions 7 UP as a “license for a little fun” making the brand more relevant and differentiated to its 12-24 year-old target. In 1967 ad execs at J. Walter Thompson Company in Chicago pitched a radical repositioning of 7Up as a way of reviving dormant sales of the drink—the idea was to capture the new hippie market for 7Up. He starred in several television commercials and a few video games, but ultimately faded into advertising history as the company moved in an altogether different advertising direction. Hosted By: Erik Mattox Genres: 20th and 21st Century Classical, Electronic, Funk, Indie, Local Artist, New Wave, Pop, Power Pop, R&B, Rock This show's other pages: Twitter Website.   From United States Customs services and international tracking provided. | Privacy Policy | Advertise With Us | RSS feed. Have we mentioned that this edgily marketed soda once contained lithium? ABC refused to air one of the spots during the 1999 Super Bowl because they found it “objectionable.” Another spot was pulled for vastly different reasons in 2002. Fido Dido advertised 7 Up outside the US at the time. Proudly built on Craft CMS using the Bulma framework. Now owned by the Dr. Pepper Snapple Group, 7UP has gone through numerous flavor iterations, and of course a few newer ad campaigns; but nothing will catch the nostalgia and memory of some of the great past campaigns of the company.