Un Alone

Blue text on a white background.   

In 1968 the J.Walter Thompson agency designed an advertising campaign for 7-Up soda, tapping into the image as an opposition alternative to other sodas, the “Uncola.” The ads centered the uniqueness of 7-Up compared to its competitors and targeted younger generations and college students. The “un” part of the ad gained popularity with younger soda drinkers, participating in competitions for artists to submit their designs for a billboard advertisement winning a cash prize and opportunity to work with the ad agency. 7-Up continued to use the Uncola promotion until 1998 when it also revitalized the drink’s formula as well.