Positioning is all about creating a space in the mind of the customer. It is generally made possible by achieving a differentiating factor from the competitive clutter. But 7 Up drink found its competitive space by unsettling the ‘Cola’ positioning of the popular Coca Cola and Pepsi positioning. Being a lemon-lime flavored, non-caffeinated soft drink it achieved its positioning by calling itself an ‘Uncola’. It undid the Cola factor in the people’s mind. This positioning worked from the 60s to early 1990s. Created in 1929, the beverage had been in the market for almost 40 years before the ‘Uncola’ campaign placed it among the top non-alcoholic drinks of the US. Now more than variants of 7 Up are in the market. Different positioning for 7Up have worked in countries across the world ever since curtains were drawn on the ‘Uncola’ slogan.