7 UP

7 Up (sometimes spelled Seven Up) is the brand name of a lemon-lime flavored soft drink marketed by Dr Pepper/Seven Up, Inc. (DPSU) in the United States (a unit of Cadbury-Schweppes since 1995). It has been bottled by Britvic in Britain since 1987. more...

Outside the United States, the trademark to 7 Up belongs to PepsiCo. 7 Up, originally named Bib-Label Lithiated Lemon-Lime Soda, was concocted in 1929 in St. Louis, Missouri. It originally contained lithium citrate, a mood-stabilizing drug. Many early soft drinks contained herbal or pharmaceutical ingredients. This was removed in 1950. In 1998, in the first formula change since lithium was removed, 7 Up was flavor-enhanced, with no changes to sugar content or carbonation level.

7 Up has traditionally employed unique advertising tactics. In the 1970s, an advertising campaign dubbed 7 Up the "un-cola," playing on the drink's lack of caffeine. The brand has been represented by mascots including Fido Dido and Cool Spot, a sunglasses-sporting red dot. During the early 1980s, actor/choreographer Geoffrey Holder appeared in several commercials, tweaking soft drink rivals by holding a Kola nut in one hand and an "un-Cola nut" (a lemon or lime) in the other. More recent advertising campaigns have challenged consumers with slogans such as "Are you an Un?", portraying 7 Up drinkers as rebellious non-conformists, and "Make 7 Up Yours", implying an aggressive double meaning by separating the slogan into "Make 7" and "Up Yours".

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