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.............................. 7up
Logo and Trademark..............................
7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink. The rights to the brand are held by Cadbury Schweppes Americas Beverages in the United States, and by PepsiCo in the rest of the world (sublicensed to Britvic in the United Kingdom and C&C in Ireland).
In 1999, 7 Up adopted the marketing slogan "Make 7 Up Yours." They distributed shirts that said "Make Seven" on the front and "Up Yours" on the back. Television and radio ads featured Orlando Jones walking down a street talking about 7 Up, with people looking angry or shocked because of the phrase "up yours." The ads and slogan quickly became popular and the campaign lasted until 2005. In 2000, the brand adopted Fido Dido as an official mascot.
In 2006, the product was re-formulated so that it could be marketed as being "100% Natural" in the United States. This was achieved by eliminating the preservative calcium disodium EDTA, and replacing sodium citrate with potassium citrate to reduce the beverage's sodium content. This re-formulation contains no fruit juice and is still sweetened with high fructose corn syrup (HFCS). The manufacturing process used in the production of HFCS has led some public health and special interest groups to challenge the ad campaign's "natural" claims. In Ireland however, it remains the only carbonated soft drink that is 100% natural (there is no HFCS used in the manufacturing process). This has led it to becoming one of the top five grocery brands across all grocery categories. 7UP recently joined forces with Vita Food Products to produce 7up Citrus Marinade.
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