7 Up

7 Up

Posted on January 13, 2015

7 Up has been a part of American culture for almost 100 years. From its beginnings as a lithium-laced concoction to its current incarnation as we know it, here’s our 7 Up timeline.

Charles Leiper Grigg is born in Price’s Branch, Missouri. He is born an albino.

Grigg is working at a manufacturing company while he invents his first drink, Whistle.

C.L. Grigg founds the Howdy Company in St. Louis, Missouri and begins selling the Howdy Orange Drink.

Oct. 1929
Just weeks before the U.S. Stock Market Crash, Grigg introduces Bib-Label Lithiated Lemon-Lime Soda. It contains lithium citrate (hence the word “lithiated”) which happens to be a new health fad at the time. One doctor gives a testimonial about the new drink, saying that it gives “an abundance of energy, enthusiasm, a clear complexion, lustrous hair, and shining eyes.”

The name Bib-Label Lithiated Lemon-Lime Soda is shortened to 7Up Lithiated Lemon-Lime.

Grigg chanes the company name from The Howdy Company to The Seven-Up Company. The soda’s name is changed to 7Up or Seven Up. The new slogan is “You Like It, It Likes You”.

Late 1940s
7UP is the third best-selling soft drink in the world.

Lithium is removed from 7Up.

7Up begins advertising on TV.

The Coca-Cola Company introduces Sprite to compete with 7Up.

Releases a diet version, called Like.

Begins marketing 7Up as “The Uncola” because it does not contain caffeine like other colas. The marketing campaign causes sales of 7Up to soar.

Sugar-Free 7Up is introduced.

Is the first company to market its soda in one liter bottles. Markets them with the slogan, “Follow the liter.”

June 1978
The Philip Morris Company acquires The Seven Up Company.

Sugar-Free 7Up is renamed Diet 7Up.

Philip Morris sells the domestic operations of The Seven-Up Company to a private investment group and the company merges with the Dr Pepper Company.

Cherry 7Up and Diet Cherry 7Up debut on the market.

The mascot Spot is born, inspired by the red dot in the soda’s logo.

Cadbury Schweppes, now the third largest soft drink company in the world, buys out the Dr Pepper/7 Up company.

July 1996
The company changes its name to Dr Pepper/Seven Up, Inc. Later that year, they adopt the new slogan, “7 UP. It’s An Up Thing.”

An advertising campaign featuring Orlando Jones debuts with the slogan, “Make 7 UP Yours”.

The successful “Make 7 UP Yours” campaign continues with comedian Godfrey as the bumbling spokesperson.

dnL is introducted. It is the 7Up name reversed. The product, which contains caffeine and is green in color, is meant to compete with Mountain Dew.

7Up Plus is introduced. It contains calcium, vitamin C, real fruit juice and the artificial sweetener, Splenda.

Aug. 29, 2005
Ads for 7Up Plus begin airing, featuring Desperate Housewives stars Marcia Cross and Nicolette Sheridan. The ad spot, called “Supermarket Showdown,” features the women trying to one-up each other as they load large quantities of 7Up Plus into their shopping carts.

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