Outdoor
The Uncola: Wet Un Wild
7 Up · 1969
- Agency
- J. Walter Thompson
- Campaign
- The Uncola
Analysis
A 7 Up bottle becomes a green submarine in a bright underwater illustration. The large lettering and Uncola mark frame the fantasy.
“WET UN WILD”
Product transformationPsychedelic illustrationCategory opposition
Why it worked
The bottle stays recognizable inside an unusual scene. The drawing gives the alternative to cola a distinct visual world.
Lesson
Keep the product shape clear when you change its role in an illustration.