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Un More Time

Un More Time Advertising Button Museum
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Un More Time button back Advertising Button Museum
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Un more time
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In 1967, with 7-Up facing bankruptcy, advertising executives at Chicago’s J. Walter Thompson Company pitched a hippie-focused rebranding of the soda. They nicknamed the drink “The UnCola,” derived from the term “un-American,” which was associated with the antiwar protests and counterculture movement of the 1960s. The campaign consisting of colorful, and at times psychedelic, cartoons ran from 1969 to 1975. Slogans included “Un in the Sun,” “Uncanny in Cans,” Un & Un Is Too,” and “We Un Wild.” Much of the UnCola campaign ran on billboards but also included posters, buttons, and “Fallpaper,” a paper product that could be used as wallpaper or wrapping paper. 7-Up sales rose 30 percent in the first few years of rebranding. The campaign tapered off in the mid-1970s.


Hix, L. (2016, August 31). An Un-Conventional Thirst: Collecting 7Up’s Most Beautiful, Hallucinatory Billboards. Collectors Weekly. Retrieved from

Schneider, M. (2016, September 15). The Uncola: 7Up and the Most Psychedelic, LSD-Friendly Ad Campaign of All Time. Dangerous Minds. Retrieved from

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