Word: 7up
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Dates: during 1980-1989
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Jell-ah-toe! It even sounds like a minor Italian poet. Actually, the Italian word for ice cream means nothing more lyrical than "frozen." But at its subtle, supercreamy best, it is as different from the standard American variety as Soave is from 7Up. The best gelato, as adapted to American tastes, is much richer in butterfat, the soul of ice cream, than the familiar commercial American brands. Little or no air is pumped into it, making for a deep, intensified taste. And the flavors, natural and innocent of chemicals, can seem, singly or in combination, as impassioned...
Although Royal Crown discovered the marketing potential of decaffeinated soft drinks, Philip Morris (1982 sales: $11.7 billion) turned caffeine-free soda into a national craze. After acquiring Seven-Up Co. in 1978, the tobacco and beer firm initially had little luck. Ad campaigns proclaiming that "America is turning 7Up!" could not keep the lemon-lime drink from falling behind Dr Pepper in market share. But last year Philip Morris seized on rising public fears about caffeine and proclaimed that 7Up "Never had it. Never will." The company also launched Like, the second decaffeinated cola after Royal Crown. Recalls Seven...