Marketing and all things related

7 Up used to be fun. Even before the term positioning was coined, 7 Up created the ultimate position for their brand as 7 Up—the uncola. That campaign was finally retired, and no one has heard of the soda since. But perhaps that will change. Current owner Cadbury-Schweppes has decided to re-formulate the soda to include—get this—only all natural ingredients. Those all natural ingredients are stated as carbonated water, high fructose corn syrup, citric acid, natural flavors and potassium citrate. Gone is artificial flavor preservative calcium disodium EDTA. Of course, there is no FDA definition for all natural, but the move is expected to help the brand compete with rivals Sierra Mist and Sprite. Marketing Blurb will stick with hot water poured over all natural coffee beans, thanks.