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Created for 7-Up soda advertising in 1968, the J. Walter Thompson ad agency designed a campaign that framed 7-Up as the ultimate oppositional drink: the “Uncola.” Rather than trying to play up the similarities the soda shared with its competitors, the new ads focused on its differences. In the company newsletter, the team explained “Seven-Up advertising tells people that, of the three top-selling soft drink brands, 7-Up, the Uncola, is the only one with distinctly different qualities.” The company continued to use the Uncola promotion until 1998.
Uncola: Seven-Up, Counterculture and the Making of an American Brand. (2017) Duke University Libraries. Retrieved from https://blogs.library.duke.edu/rubenstein/2017/12/04/uncola/