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.

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