HIstory & Marketing Strategies of 7up

Company Name: 7 Up
Founder:  Charles Leiper Grigg

7 Up is a famous name in the soft drinks industry. 7 Up is a lemon-lime flavoured caffeine-free soft drink. A soft drink called soft because it is free from the ‘hard’ alcohol. This drink is available in so many containers like glass bottles, plastic bottles, and cans.

The container comes in various sizes small bottle to large. The drink served chilled and the drink offer a lemony taste. It contains soda water, a natural flavour, along with sweetening agents.

How it All Started

In 1929, Charles Leiper Grigg launched lemon-lime soft drink under the name of “Bib-Label Lithiated Lemon-Lime Soda”. This drink contained lithium citrate which is a mood-stabilizing drug. The name of the drink changed into the name of “7 Up Lithiated Lemon soda”, in 1936, the name shorted in “7 Up”.

The origin of the name of the soft drink is not clear, however, a myth exists that the drink contains pH over 7 that’s why it’s called 7Up. This is not an actual reason because it contains pH like other soft drink which is near to 3.79. Britvic plc who is a soft drink producer, he claimed that the brand name 7 Up came from the seven ingredients of the drink.

He also claimed that the company uses seven-ounce bottles which are unique, other company uses six-ounce bottles because of this seven-ounce bottle it called 7 Up.


Founded by Charles Leiper Grigg,  7 Up was basically from the United State, the drink introduced in the market in 1929 as Bib-Label Lithiated Lemon-Lime Soda. It was in 1936 that it was branded as 7 Up. The flavoured of the drink is very refreshing, this is a popular soft drink because of its great taste and best quality.

The company faced ownership changes several times, and in the year 1969, Westinghouse acquired 7 Up. In 1978 Westinghouse sold 7 Up to Philip Morris, and then they sold it into two parts in 1986.

Pepsico bought the international division and another part bought by Hicks & Haas. In 1988, Dr Pepper merged with 7 Up, and in 1995 Cadbury Schweppes acquired the combined company. In 2008 Dr Pepper Snapple Group was spun off from Cadbury Schweppes.

Marketing strategy and Interesting Reasons behind the Grand Success of 7 Up

The famous soft drink company 7 Up started its business from America then its product spread in several countries like Austria, United Kingdom, Denmark, Netherlands, Norway, Hong Kong, Pakistan, Singapore, UAE, Uruguay, Colombia, Philippines, Argentina, Finland, Ireland, Spain, Canada, France, and Iceland. In 1990, 7 Up started its business in the Indian market.

7 Up mainly targeted consumer from the all-age group, they targeted all people from upper, lower and middle class, and male, female and kids all are their customer. This is a great drink for all occasions and also for regular usage. The brand offers a refreshing drink for your tiredness and thirst.

The competitive pricing policy adopted by the company, the price of 7 Up is affordable and reasonable from other soft drink brands.

7 Up offer several variants like:

Diet 7 Up – in 1963, 7 Up launched its Diet 7 Up, the product was discontinued later, in 1970 it comes back with a new form. The main ingredients of the drink are calcium disodium, acesulfame potassium, aspartame, potassium citrate, citric acid, natural flavours, and carbonated water.  

Tropical 7 Up – this 7Up contain pineapple and mango flavour, in 2014, 7 Up launched this product.

 7 Up Retro – the company launched this variant in 2011

Cherry 7 Up – this a cherry-flavoured 7 Up, this variant launched in 1987, Cherry 7 Up packed in a clear bottle, the colour of the drink is pink.

Orange 7 Up – this is a clear-coloured orange-lemon-lime flavoured drink

Raspberry 7 Up – this is a lemon-lime-raspberry flavoured soft drink.

Salted Lemon 7 Up – this is a common Salted Lemon flavour drink.

7 Up lime – this a soft drink with 5% lime juice.

7 Up Revive – this variant launched in Indian market. 

7 Up Mojito Flavour – this flavour launched in 2014.

 7 Up Free – this 7 Up do not contains any preservatives, colouring, and caffeine in it. This is a 100% natural 7 Up.

7 Up plus – this is a soft drink with fruit-flavour, it contains 5% of apple juice.



To increase the brand visibility the company follows the aggressive marketing strategy. They promote innovative ad campaigns, the campaigns are shown in magazines, newspaper, television, hoarding, and billboard. The company also uses its official website, Facebook, YouTube and Twitter account for its campaigns.

In 1967, the company launched its’ UNCOLA’ campaign, which gives a huge sale to the company. In 1982, 7 Up launched another campaign, tagline of this ad was ‘No Caffeine’. From the late 1980s to 1990s, Fido Dido the famous cartoon character of television was used as a brand mascot.

The new ad campaign launched in 2017, the title of the campaign is “Mix it UP a Little”, the main motive of the campaign is to encourage the consumer to use all variants of 7 UP. In this digital ad campaign, the company shows their customer that they can use 7 UP as a mixer, which helps you in baking. You can make cocktails with 7 Up like Lemon-Lime and Bitters Granita, 7 & 7, Plead the Berry Fizz, Ultra UNCOLA, 7UP Pom Spritzer, Watermelon Fizz, Mazel Manhattan, 7UP Sangria, Elderflower Bullfrog, Gin Fizz, 7Up Mojito, 7UP Shandy, Twisted Raspberry Lemonade, Sweet Old Fashioned.

The company promotes so many campaigns with celebrities like Yana Gupta, Sharman Joshi, Dhanush, and Anushka Sharma. This campaign helps in brand visibility and also helped in reaching the new edge of the company. 7UP is not only a soft drink it’s more, but this is also a healthy alternative marketed by the company.



7UP is a healthy soft drink in the soft drink market, this is the fresh lime soda which helps you in refreshing your mood and this is the perfect solution for your tiredness and thirst. This is the only soft drink in the market which helps you in cooking and baking of the delicious cake.


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