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the red/orange color for the shield) and added “FOR THE SOTMACH’S SAKE / DON’T SHAKE OR
“1 PINT 12 FL. OZ.” below the logo STIR / YOU LIKE 7up / IT LIKES YOU / line with diamond /
(Figure 16). In general, all forms of the CONTENTS 7 FL. OZS. / CARRYING THE 7-UP TRADEMARK
neck label were placed on both sides of / THIS BOTTLE MUST / NOT BE USED FOR / ANY OTHER
the neck. DRINK” (Figure 19). A slight variation (#1a) used four lines for
the “THIS BOTTLE . . . “ message, instead of three. It is likely
Figure 18:
Back Labels that the difference was a result of a change in manufacturer,
Rare back label.
Part of this section will be a review for rather than an intentional alteration (Figure 20).
those who read the initial article, so I will
not go into as much detail (except on the Other Swimsuit Labels
new additions). I only addressed the The other label changes are fully described in the 2005 article
seven-ounce, forest green bottles in the (Lockhart 2005), and photos of the labels are included in this
first article, the same labels appeared article, so I will not go through all the details for each label. I will,
during the same time periods on amber however, discuss the changes. Label #2 was used from 1938 to
bottles as well. Neither the paper-label 1944. This changed two things: 1) “A COOLER OFF / A FRESHER
bottles nor the “Alkaline Reaction” Figure 19: UP” became “A FRESH UP / DRINK”; and
experimental bottle had back labels, so we Back label #1. 2) “7up” became “IT” in the slogan “YOU
can eliminate those from this discussion. LIKE IT / IT LIKES YOU” (Figure 21).
However, readers and eBay sellers have Label #3 placed “Fresh Up” in script
Fig. 15: ACL neck added two new back labels. Fig. 16: ACL neck surrounded by quotation marks. It also
label on quart bottle. label on one pint, added the contents information
The 1936 Label 12-ounce bottle. “CONTAINS CARBONATED WATER /
The only trouble with creating any SUGAR, CITRIC ACID, LITHIA AND /
classification system is that there will almost certainly be later SODA CITRATES. FLAVOR DERIVED /
discoveries. Since I used Labels #1-#6 in my last article, I do not FROM LEMON AND LIME OILS” in place Figure 21:
want to change those now. However, the amber bottle that was of the “stomach’s sake” jingle. Finally, the Back label #2.
probably used in 1936 has a different label – one that was surely trademark section was reduced in size to
a bridge between the Alkaline Reaction label (or the paper two lines (Figure 22). This label was used
Lithiated Lemon-Lime Soda label) and the 7-Up labels. The 1936 from 1940 to ca. 1946. There is a gap in our
back label stated: “A COOLER OFF / A FRESHER UP / KEEPS knowledge between 1946 and 1949, so we
YOU / ALKALINE / SETTLES THE STOMACH” – with a line do not know exactly when the use of this
separated by an elongated diamond in the center and label ceased. Like Label #1, Label #3 also
“CONTENTS 7 FL. OZS.” below. This obviously set the has a variation.
precedence for the line with the diamond, used until about 1948. A bottle from Clovis, New Mexico, does
Since this was the first back label (to my current knowledge), I not fit the pattern. Although the ACL on Figure 22:
have called it #A (Figure 17). the reverse appears to be a variation of back Back label #3.
Figure 20: label #3 (with only the addition of a line
The 1937 Change Back label #1a. and diamond between IT LIKES YOU and
Fig. 17: Back label
#A – on 7-ounce
An unusual back label appeared on an 8-bubble bottle with the contents information), the date code on the base indicates
amber bottle. the “u7p” neck embossing. In an apparent attempt at humor, that the bottle was made in 1956! Bottles and back labels of this
possibly the earliest 1937 label retained “A COOLER OFF / A kind should have been discontinued a decade earlier. Unless the
FRESHER UP” with “SETTLES THE STOMACH” below but added “TAKES THE OUCH base was mis-engraved, with a “5” stamped in place of a “4,” the
/ OUT OF GROUCH.” Below that was “CONTENTS 7 FL. OZS.” (Figure 18) This label bottle does not make sense. It is highly unlikely that the Seven-
is very rare and was probably only used on one test market. Up Bottling Co. of Clovis would have commissioned a glass house
The next 1937 label (#1) kept “A COOLER OFF / A FRESHER UP” but moved away to manufacture a decade-old design (Figure 23). Figure 23:
from alkalinity. The emphasis became the idea of a soft drink instead of a medicine. It Even a change to “46” does not make intuitive sense. Label Back label #3a.
~20~ November-December 2007 the Soda Fizz the Soda Fizz November-December 2007 ~21~
Photos Sources
I took some of these photos, some were Lockhart, Bill
sent to me and I copied some from eBay. 2004 “Owens-Illinois Glass Co.:
Thus, these are of mixed quality. They are Manufacturer’s Marks on ACL Bottles.”
the best that I currently possess. The Soda Fizz 2(5):8-13.