7 Up’s Psychedelic Posters: How a Soda/Pop Brand Sparked a Visual Revolution
Original Vintage Posters from the “UnCola” Campaign, Now Available
Introduction: Bright Colors, Bold Ideas
In 1969, 7‑Up did something no soda brand had done before. With the help of the agency J. Walter Thompson (JWT), the company launched the UnCola campaign — a creative re‑imagining of what a soft drink brand could look and feel like. Rather than focus on just flavor or refreshment, 7‑Up leaned into art, youth culture, and visual rebellion.
Today, we’re excited to offer two original vintage posters from this campaign. These posters became lasting symbols of a time when art, commerce, and culture collided in new, bold ways.
What Was the “UnCola” Campaign?
The UnCola campaign was conceived in the late 1960s. Executives at 7‑Up, seeing that “cola” sodas like Coke and Pepsi dominated the market, wanted to carve out a distinct identity. JWT’s Chicago office helped them do just that. Instead of trying to mimic the visuals of cola brands, 7‑Up embraced what made it different: its lemon‑lime taste and lighter feel. Duke University Libraries Blogs+1
Artists (both in‑house and freelance) were invited to design imaginative, psychedelic artwork — they delivered bright colors, surreal shapes, and playful type. These designs appeared on billboards and posters across the U.S., especially in places young people frequented: campuses, urban centers, music shops.
In The Spirit Of Free Love ..They Gave Posters Away
One of the most interesting parts of the campaign: 7‑Up didn’t just hang these posters as advertisements – many were given away. Posters (or “poster offers”) were advertised in newspapers and magazines. They were also distributed at colleges, dorms, and youth‑oriented venues. DJ Food
This strategy did several things:
- It turned the artwork into something personal — something people wanted to display in their own spaces.
- It built brand loyalty through affiliation. If 7‑Up was “cool,” someone who hung the poster was, too.
- It spread the art virally: students would show their posters to friends, decorate their rooms, etc. Even without paid ad spend, the images propagated.
The Posters in Our Collection
We’re proud to present two rare original posters from this era — both vivid examples of the style, emotion, design, and energy of the UnCola campaign.
7 - Up Wet Un Wild Yellow Submarine
This design (often called the Submarine or “Wet Un Wild”) uses surreal cartoon elements and a striking color palette. It evokes the psychedelic style popular in late‑60s graphic art, with bold contrasts and whimsical forms.
7-Up Butterfly
The Butterfly design turns the 7‑Up bottle into something more—a symbol of freedom. Its wings bloom with color, patterns, and optimism. It reflects both the decorative aesthetic of the time and the campaign’s evocative aspirations of joyfulness and liberation.
We’ve styled the Submarine poster in a child’s bedroom and a breakfast nook — because great design, like bold ideas, works everywhere.
How to Style These Posters Today
If you’re thinking about bringing one of these originals home, here are some ideas:
- Frame them under UV Plexi to preserve the vivid colors.
- Position them as focal points — pair with neutral walls so the poster is the star.
- Use them in creative / studio spaces, children’s rooms, or kitchens where their energy can be enjoyed daily.
- Mix with mid‑century pieces or modern minimal furniture — the contrast enhances the impact.
Shop the Collection
These posters were produced during the height of the UnCola campaign. Originals in good condition are rare. Whether you’re a collector, designer, or someone who loves decorating with a story, these pieces bring history and visual force into your space.
Final Thoughts
The UnCola campaign wasn’t merely clever marketing — it transformed how a soda/pop brand could present itself. These posters became lasting symbols of a time when art, commerce, and culture collided in new, bold ways.
And now, you can bring that spirit into your own home.
