7UP: A Tale of a Maverick Brand
Think of a maverick: Often, we consider individuals who defy the norm as mavericks, but I propose that a product, like 7UP, can embody this spirit just as powerfully. A product or company that captures the essence of its founder’s bold spirit can truly be called a maverick.
Defining a Maverick in the Marketplace
Think of a maverick: Often, we consider individuals who defy the norm as mavericks, but I propose that a product, like 7UP, can embody this spirit just as powerfully. A product or company that captures the essence of its founder’s bold spirit can truly be called a maverick.
The Essence of Maverick Values
In my view, a maverick lives and operates beyond conventional boundaries, leveraging overlooked assets and embracing risks that others avoid. They are not just about challenging the status quo—they redefine it. This approach is not limited to people; it applies equally to products like 7UP, which has thrived by capitalizing on complex challenges through creativity and resilience.
The Visionary Behind 7UP
Charles Leiper Grigg, the creator of 7UP, epitomized the maverick spirit. Starting as a small-town store owner in Missouri, Grigg was constantly brimming with ideas to improve the offerings from metropolitan companies. His proactive suggestions eventually led him to St. Louis, where he applied his innovative mindset to various industries, from dry goods to advertising, and finally, to soda.
Despite being ousted from a soda company for his unorthodox ideas, Grigg’s relentless innovation continued. He initially launched an orange soda named Howdy but soon pivoted to a new venture, crafting a unique lemon-lime soda in a market already flooded with similar drinks. His philosophy was simple yet profound: “Sell an Idea, and the thing itself stays sold.”
The Innovative Approach of 7UP
The challenge: When Grigg developed 7UP, he wasn't just creating another soda. He envisioned a versatile, high-quality product that offered health benefits and mixed well with other beverages, particularly useful after Prohibition. Initially, 7UP contained lithium citrate, enhancing mood and aiding digestion, though this ingredient was later removed.
Why 7UP is a Maverick Product
7UP faced several challenges right from its inception, each turned into a strategic advantage:
- The Name: Originally called “Bib-Label Lithiated Lemon-Lime Soda,” the name was a mouthful and impractical for marketing. The shift to “7UP” remains shrouded in mystery, with theories ranging from its original ingredients to its uplifting effects. This enigmatic name change helped cement 7UP as an easy-to-remember global brand.
- Timing: Launched just before the 1929 stock market crash, 7UP was strategically priced to ensure profitability for dealers during the Great Depression, gaining widespread distribution despite economic turmoil.
- Quality Standards: To maintain its refreshing purity, 7UP required bottlers to treat local water, raising production standards and differentiating the brand in a crowded market.
While a product does not make decisions, the human strategies behind 7UP’s journey reflect a maverick approach to business, turning potential setbacks into opportunities for differentiation and success.
The Gradual Ascent of 7UP
The growth of 7UP wasn’t explosive but methodical. Starting in less prominent markets and gradually moving to more prestigious venues reflected Grigg’s philosophy of solidifying the idea before scaling. This “reverse system” of promotion ensured that once the idea took hold, it was here to stay.
Today, whether for settling an upset stomach or as a mixer for spirits, 7UP remains my go-to choice, proving that the maverick strategy behind its creation continues to resonate across generations.
In sum, 7UP’s story is not just about a soft drink; it’s a testament to the power of maverick thinking in transforming a simple idea into a cultural icon.
