Marketing term created for
7up advertisements to
spin the
beverage as a
soft drink for
contrarians and
malcontents.
By calling 7up an un-cola, the campaign created a nonconformist buzz around what was, after all, not much more than sugar and seltzer.
A more recent campaign extends the edgy, dangerous feeling of daring to drink a forbidden beverage by urging viewers to "Make 7-Up Yours".