The Promise-Driven Church

Thursday, 03 May 2007

I've always been fascinated by 7-Up. As a beverage, it's only drinkable when mixed generously with whiskey. But as an idea, 7-UP is genius. 7-Up is the stuff of advertising legend. In 1967, the 7-Up company launched the uncola advertising campaign. True to its name, this was an effort to market 7-Up as everything the typical cola wasn't. The Uncola strategy took a uniquely anti-establishment view for the soft-drink industry. 7-Up understood that in the 60s, political, recreational, and social issues boiled down to Them against Us. They were old, stodgy, conservative, the ...

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