Competition, in the forms of Sprite (Coca-Cola, Atlanta) and Sierra Mist (PepsiCo, Purchase, N.Y.), has taken its toll, as partially evidenced by its forthcoming marketing slogan: “The only way to go is up.” That is a fairly apt description, considering case sales have dropped from 370.5 million in 1985 to 199.2 million in 2003, according to the Atlanta Journal-Constitution.
Of course, that does not mean 7Up developers are not trying. Their newest offering, 7Up Plus, hopes to create an entirely new category of beverages. The products, available in a berry hue and mixed-berry flavors, are made with real fruit juice, calcium and vitamin C, while also keeping with the 7Up uncola mantra of caffeine-free.