First Men on the Moon July 20, 1969

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Text on Button FIRST MEN ON THE MOON SUNDAY JULY 20, 1969
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Red text and blue stars on the side with an illustration of an astronaut walking on the moons surface.

Curl Text union bug
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On July 20, 1969, astronauts Neil Armstrong, Bull Aldrin, and Michael Collins made history as the crew of the legendary Apollo 11 spaceflight. The missions purpose was to successfully land a person on the moon before the Soviets could and bring them home to Earth without issue. While Michael Collins piloted the command module, Columbia, alone in the moon's orbit, both Neil Armstrong and Buzz Aldrin have the distinction of being the first and second human beings respectively to ever walk the moon's surface. Broadcast on live television, the Apollo 11 mission remains one of the most defining moments of the twentieth century. Effectively ending the Space Race, Apollo 11 stands as a moment of inspiration. While the concept of space travel had up to that point been considered nothing more than science fiction, Apollo 11 showed that humanities future was not limited to just Earth.​

Catalog ID EV0436

Save the Humans

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Text on Button SAVE THE HUMANS
Image Description

Green text over an illustration of a blue whale on a white background

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"Save the humans" is a slogan commonly used by the Peace Resource Project, an organization based out of Arcata, California, and dedicated to empowering nonviolent political and social change. They were founded in 1982 and have worked to raise awareness about political and social issues by partnering with various activist groups and providing educational and fundraising resources. While not necessarily an activist group themselves, the Peace Resource Project creates and distributes buttons, shirts, and bumper stickers to promote social issues. 

Sources

Peace Resource Project. (n.d.) About us. Retrieved from https://www.peaceproject.com/about-us.

Catalog ID CA0665

Undo It

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Text on Button UNdo it 7up
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Green text on a white background with white text on a red square

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"UNdo It with 7 Up" was an advertising slogan for the soda 7-Up from 1977-1978. The campaign was part of the company's established branding as the "uncola," a citrus alternative to cola-based sodas like Coke. The uncola strategy was so successful that 7-Up used it from the late 1960s through the late 1990s. In an effort to combat low sales and to appeal to younger audiences who did not grow up with the uncola branding, 7-Up stopped using the phrase in its advertisements in 1997.  

Sources

Idsvoog, Karl. (2007, May 7). "Uncola: The Video History of a 7Up Breakthrough Ad." Ad Age. Retrieved at http://adage.com/article/news/uncola-video-history-a-7up-breakthrough-a….

Lukas, Paul. (1998, Dec. 7). "The Uncola's Unclever New Ad Campaign." Fortune. Retrieved at http://archive.fortune.com/magazines/fortune/fortune_archive/1998/12/07….

Catalog ID AD0774

Un More Time Drum

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Text on Button Un more time
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Black and white illustration of a drum set on a white and black background

Curl Text THE SEVEN-UP CO. UC 131
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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.

Sources

Hix, L. (2016, August 31). An Un-Conventional Thirst: Collecting 7Up’s Most Beautiful, Hallucinatory Billboards. Collectors Weekly. Retrieved from https://www.collectorsweekly.com/articles/collecting-7ups-most-beautifu…

Schneider, M. (2016, September 15). The Uncola: 7Up and the Most Psychedelic, LSD-Friendly Ad Campaign of All Time. Dangerous Minds. Retrieved from http://dangerousminds.net/comments/the_uncola_7up_and_the_most_psychede…

Catalog ID AD0770

Un More Time

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Text on Button Un more time
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Pink text on a white background

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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.

Sources

Hix, L. (2016, August 31). An Un-Conventional Thirst: Collecting 7Up’s Most Beautiful, Hallucinatory Billboards. Collectors Weekly. Retrieved from https://www.collectorsweekly.com/articles/collecting-7ups-most-beautifu…

Schneider, M. (2016, September 15). The Uncola: 7Up and the Most Psychedelic, LSD-Friendly Ad Campaign of All Time. Dangerous Minds. Retrieved from http://dangerousminds.net/comments/the_uncola_7up_and_the_most_psychede…

Catalog ID AD0772

Think Metric Drink Metric

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Text on Button think metric drink metric 7up
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green and red text on a white background

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In 1974, 7-Up became the first American soft drink to use the metric measurement system. The move presented a massive marketing opportunity due to the then-national interest in adopting the metric system.

The rebranding coincided with Congress passing the Metric Conversion Act of 1975, which sparked official metric-conversion efforts. 7-Up participated in these efforts by producing Metric Education Kits for distribution in U.S. schools. This interest in metric system adoption declined during the early 1980s, but 7-Up and other sodas continue to use metric instead of imperial measures. 

Sources

Baxter, Annie. (2017, October 10). "Why does soda come in liters and milk in gallons?" Retrieved from https://www.marketplace.org/2017/10/10/business/why-does-soda-come-lite….

Department of Commerce, National Bureau of Standards. (1977). Report of the 61st National Conference on Weights and Measures, 1976. 

Catalog ID AD0771

The Uncola Eye

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Text on Button THE UNCOLA 7up
Image Description

White background with an illustration of an eye with the 7up logo in its center. Green text 

Curl Text UC 157
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Beginning in 1969 and lasting until the mid-1980's, 7up, a brand of non-caffeinated soft drinks with a lemon-lime flavoring marketed its "uncola" advertising campaign. Designed to appeal to the younger generation, as well as to sell itself as a distinct type of drink, the campaign mostly featured commercials starring actor, dancer, and director, Geoffrey Holder. Holder, who became the face of the campaign at the time, starred in the commercials as a Caribbean planter who would explain to the audience the difference between ordinary cola nuts and 7up's "uncola nuts." Known for his "cool guy" appearance as well as his phrases like "absolutely marvelous" and "je ne sais quoi", Holder ensured the campaign was a success with audiences. In addition, Holder broke grounds by being the first person of color to be cast in a TV ad for 7up. Prior to his appearance, the company did not allow people of color to be featured in any of their advertisements. Holder continued to stay in the role throighout the entire ad campaign.

Sources

Payton, C. (December 4, 2017). Uncola: Seven-Up, Counterculture and the Making of an American Brand. The Devil's Tale. Dispatches from the David M. Rubenstein Rare Books and Manuscript Library. Duke University Libraries. https://blogs.library.duke.edu/rubenstein/2017/12/04/uncola/

Shatner Method. (September 29, 2013). Ha, Ha, Haaaa - 7up "Uncola" - 1984 [Video]. YouTube. https://www.youtube.com/watch?v=aFxFWs9_4is 

 

Catalog ID AD0736

I'm Groove Un

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Text on Button 7-UP THE UNCOLA 7-UP THE UNCOLA I'm Groove Un
Image Description

Green text with black outlines on a white center with an outer orange edge with white text

Curl Text UC-180
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In the late 1960s 7-Up was facing bankruptcy. In 1967 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, wrapping paper, or other things. 7-Up sales rose 30 percent in the first few years of the campaign. The campaign tapered off in the mid-1970s.

Sources

Hix, L. (2016, August 31). An Un-Conventional Thirst: Collecting 7Up’s Most Beautiful, Hallucinatory Billboards. Collectors Weekly. Retrieved from https://www.collectorsweekly.com/articles/collecting-7ups-most-beautifu…

Schneider, M. (2016, September 15). The Uncola: 7Up and the Most Psychedelic, LSD-Friendly Ad Campaign of All Time. Dangerous Minds. Retrieved from http://dangerousminds.net/comments/the_uncola_7up_and_the_most_psychede…

Catalog ID AD0737

Diet 7Up

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Text on Button Make your chicken McChicken with the great taste of DIET 7UP
Image Description

White text on a green background

Curl Text union bug
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The McChicken is a chicken sandwich sold by McDonald’s that was first introduced in 1980. The original McChicken featured a breaded chicken patty, lettuce, and mayonnaise on a toasted wheat bun. Many different variations of the McChicken now exist, customized for regional tastes at McDonald’s restaurants all over the world.

Diet 7Up is the sugar and calorie-free version of the lemon-lime flavored caffeine-free soft drink 7Up. The first version of Diet 7Up, called “Like” soda, was introduced in 1963 as an alternative to traditional sugary, calorie-filled soft drinks. Different versions of Diet 7Up have been released over the years, and the drink has been reformulated, renamed, and rebranded several times. 7Up has been marketed as the “Uncola”, in an attempt to convince consumers that it is a healthier soda choice because of its clear color and lack of caffeine.

Catalog ID AD0773

New Chevrolet Six

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Text on Button NEW CHEVROLET SIX Queen of the Shows
Image Description

Dark blue circular frame with white text over an illustration of an elegant woman.

Back Paper / Back Info

GERAGHTY & COMPANY 3035-37 W. LAKE ST. CHICAGO, U.S.A.

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This button was used during the 1930s by Chevrolet to show off their new six-cylinder series of automobiles which they deemed as the "Queen of the Shows." The Chevrolet Six series was heavily promoted, being hailed by the company as being a new and innovative model. The series selling points include its lighter and stronger pistons, sturdier transmissions, as well as prices starting around just $400.00-$500.00. The series was featured in a variety of models, including sedan, club sedan, coach, coupe, and numerous others. The series would later be discontinued in 1937.

Sources

 Chevrolet Six Pinback/ 1930s Promotional Button/ Queen/ Etsy. (n.d.). Pinterest. Retrieved November 27, 2024, from https://www.pinterest.com/pin/244179611029498690/visual-search/?x=16&y=16&w=532&h=379&cropSource=6&surfaceType=flashlight

 

Catalog ID AD0797