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BASTIAN BROS. CO. ROCHESTER, NY
7Up is a lemon-lime flavored caffeine-free soft drink that was created by Charles Leiper Grigg in 1929. Originally called “Bib-Label Lithiated Lemon-Lime Soda,” 7Up contained the mood-stabilizing drug lithium citrate until 1948. In the 1950s, 7Up unveiled a new advertising campaign that declared “Nothing Does It Like 7Up!”. Print ads for this campaign featured black and white drawings of people of all ages enjoying the lemon-lime soda in an attempt to market 7Up as a drink the whole family could enjoy. A few of these ads even featured babies drinking 7Up, claiming that the soft drink was “so pure, so wholesome” that “you can give it to babies and feel good about it”. The ads suggested that moms mix equal parts 7Up with milk for a “wholesome combination” that would encourage even the pickiest of toddlers to drink their milk.
Bellis, M. (2017, April 5). The history of 7Up - Charles Leiper Grigg: The development of a lemon-lime soda. Retrieved from https://www.thoughtco.com/history-of-7up-charles-leiper-grigg-4075324
Parekh, R. (2012, August 27). Rewind: '50s era 7Up campaign depicted soda-guzzling babies. Retrieved from https://adage.com/article/news/rewind-50s-era-7up-campaign-depicted-soda...