"Un" Revealed

Outdoor board, 1968

No one channeled the sunny, "if it feels good, do it" spirit of the late '60s like 7-Up's "Uncola" campaign.  Complimenting their message of being different from the dominant cola soft drinks, the graphics themselves were unlike the more traditional, wholesome images Coke and Pepsi favored.  7-Up's billboards (here's another one) really indulged the counterculture in a way that had none of the condescension that usually marred other advertisers' efforts.

You've probably already realized what the billboard graphic above is based on.  If you're under 40, you may need a hint and you'll find it here.


btreat said…
Visit Un City:

This is a billboard that I purchased directly from 7-Up in 1972. I recently rephotographed the 12 large original panels with plans to update to a higher quality collage.
Paul Duca said…
I read somewhere that in terms of selling power, "the Un-Cola" didn't really work...that it didn't really make cola drinkers want to switch, and in fact was displeasing to those who were lemon-lime drinkers already.

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