Sales promotion and merchandising catalog. 7-Up, Like, Howdy. The Seven-Up Company; Cooler and vender catalog for 7-Up; Cold drink equipment catalog; Catalog of 7-Up post-mix dispensers and advertising. . . [7-Up sales representative’s promotional sales manual including carton racks, uniforms with design and fabric samples, specialties, and packaging catalogues].

[St. Louis, MO: The Seven-Up Co., 121 S. Meramec, 1966-1967]. Four vols. 4to. 10.5 x 11.25 in. [78; 162; 160; 110 pp (sections and inserted updates separately paginated, as well as unpaginated price-lists throughout).], including thumb-tab section dividers, at fore-edge margin, all sections printed, 100’s of colour and black & white illustrations (some folding), photo illustrations, black & white photos, diagrams, text illustrations, 13 tipped-in green & white-coloured 7-Up approved uniform fabric sample swatches, 2nd catalogue with 3 Sherwin-Williams Co. official paint samples tipped-in for the Seven-Up Co. Original green vinyl 7-Up 3-ring binders, Seven-Up Company trademark logos in Seven-Up orange, green & white on front cover for the 7-Up, Howdy, and Like brands, and on other three binders as well (minor dustsoiling, edgewear, occasional rippling to lower fore-edge of textblocks), still a VG set. First editions, thus, of this exceedingly scarce set of 7-Up sales rep advertising catalogues including the 1960’s carton racks, uniforms, counter top merchandise coolers, upright can, bottle & counter dispenser vending machines, as well as picnic coolers and merchandising packaging specifically designed to focus on 7-Up point-of-sale marketing. This catalogue includes sections on well-designed wire racks, bottle case packing frames, Spring-roll displays, merchandiser racks for 6-packs and cases, rolling racks, mobile trucks, and more. The 7-Up Co. uniforms were contracted and made by Riverside and Unitog, and this catalogue includes illustrations and fabric swatches for jackets, shirts, trousers, Khepi hats, 8-point caps, Aqua-King rainsuits, herringbone-twill uniforms, white coveralls and service coats, and more. Of special interest is the large double-page colour plate for the 7-Up Duro-Prest coverall uniform, and other work clothes for employees. These merchandising catalogues also detail the packing cases, roadside billboards, and a dizzying array of vending machine manufacturers including the Cornelius Co. Compact 50 & 72; QuiKold chest merchandise coolers; Selectivend coin-op vending machines; the La Crosse Cooler Company, Vendorlator, and an extensive array from Westinghouse. The original paint sample charts from Sherwin-Williams denote the very special hues for Seven-Up Red, White & Green, and the myriad of advertising blurbs, suggested camera-ready ads, and more provide an essential guide to 1960’s soft drink marketing. Charles Leiper Grigg (1868-1940) invented 7-Up originally as a patent medicine soft drink, for weight loss, with lithium citrate, a mood-stabilizing drug which was removed from the formula after the Federal Government banned its use in soft drinks in 1948. He was well known for having developed the beloved orange-flavored soda “Whistle” for the Vess Soda Company, still made and sold in St. Louis, MO. No copies located in Worldcat; See: 7-Up -- the Making of a Legend, Cadbury-Schweppes (2006); Mary Bellis, The history of 7-Up -- Charles Lieper Grigg (2014).