Remember when Timothy Leary and Ken Kesey oversaw integrated 7up ad campaigns and everything was sunshine and flowers and rainbows and acid trips? Yeah, I’m a Reagan era baby, I don’t either. While I do remember the dots, I was born a little too late for the psychedelic portion of 7up’s Uncola campaign. Fifteen years too late to be exact. Launched in 1967, the Uncola campaign was designed to appeal to the cutting edge youth demographic and, “set 7up apart from its competition and became part of a counter cultural(sic) that symbolized being true to yourself and challenging the status quo.”
The pictured signs were all designed by illustrator Peter Max and were part of a multi-year campaign involving commercials, ads, street signs, and extensive merchandising. Some of these seem to have held up better than others. Despite being 40+ years old, the plastic liquor store signs on California Street and Grant Avenue are surprisingly well preserved whereas the metal signage on Green street, while gorgeously patinaed (especially around the rivets), is showing it’s age.