Dr Pepper/Seven Up, Inc.: No Caffeine: Never Had It, Never Will campaign
K.C. HayesOverview
For years the lemon-lime soft drink brand 7UP was a distant third in market share behind the number one and number two brands, Coca-Cola and Pepsi-Cola, respectively. The Seven-Up Company was purchased in 1979 by the marketing monolith Philip Morris, but despite a subsequent infusion of additional media spending, by 1981 7UP's market share had slipped to under 6 percent, behind Dr Pepper. Several circumstances, however, were in 7UP's favor. Thanks to the brash and stylish "Uncola" campaign of a decade earlier, the product had...