The “Uncola” campaign — A true Blue Ocean Marketing Strategy!
It was the late 60s when Coca-Cola & Pepsi were battling for every inch of market space available. There was another brand in the market that was trying to secure a position among these heavyweights.
That brand was 7UP.
But, 7UP did have an informal segment of its own, previously. Americans punched 7UP to complement their alcohol.
But this positioning was badly affecting the sales, as the brand was unable to get out of the conception the people had about the brand — An alcohol mix!
To overcome this conception and create a new positioning, 7UP came up with a new campaign.
They labeled themselves “The Uncola”.
The brand targeted the young American generation & families, to move away from their previous target age group.
It was indeed a bold move.
But, the outcome of this was simply unthinkable — A true Blue Ocean Strategy!
7UP was no more fighting against Coke or Pepsi for the market. Rather, this campaign made people think 7UP as a fizzy drink for the family.
The transparent “Uncola” look, super catchy ads rocketed the sales of the brand and created a new segment altogether.
Incidentally, the campaign also led to the creation of some quirkiest prints in history!
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