Marketing 7Up to Babies with Tax-Free Dollars
The copy reads, in part:
By the way, Mom, when it comes to toddlers — if they like to be coaxed to drink their milk, try this: Add 7Up to the milk in equal parts, pouring the 7Up gently into the milk. It’s a wholesome combination — and it works!
Well THAT’S obvious. But what I didn’t know is that 7Up’s aggressive advertising in the 1950s and 60s was largely funded by tax-exempt dollars the company collected from its bottlers after winning a six-year legal battle with the IRS. Full story at Ad Age.