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Like Cola
Like Cola
Like Cola
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Like Cola
TypeCola
ManufacturerThe Seven Up Company
OriginUnited States
Introduced1982; 43 years ago (1982)
Related products7 Up

Like Cola was a cola soft drink, introduced by the 7 Up company (then under the ownership of Philip Morris), that appeared in the American market in 1982. Its slogan was "Made From The Cola Nut." Like Cola was one of the first attempts at a low-caffeine cola, containing 1% caffeine. It was packaged in a red and blue can. A diet version was also available, with the color scheme reversed. Like Cola was also packaged in 1 pint (16 ounce) clear bottles embossed with shooting stars.

Like Cola in 16 ounce embossed bottle circa 1982

Like Cola was the major sponsor of one of the races in the 1983 NASCAR Winston Cup Series that occurred on July 24 of that year – the Like Cola 500 at Pocono Raceway in Long Pond, Pennsylvania. Tim Richmond won that race. Commercials for the product featured comedian Tim Conway and actor Kevin Dobson as spokespersons.

Because several 7 Up bottlers also distributed colas such as Coca-Cola, Pepsi-Cola or eventual 7 Up sister drink RC Cola (which introduced another caffeine-free cola, RC 100, in 1980) they refused to distribute Like Cola – limiting its availability.[1]

The Like name was first used from 1963 to 1969 for 7 Up's diet lemon-lime soda which was renamed Diet 7 Up.[2]

Like bottles archived at the Soda Museum in St. Charles, MO

See also

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References

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Revisions and contributorsEdit on WikipediaRead on Wikipedia

Like Cola

View on Grokipedia
from Grokipedia
Like Cola is a carbonated, cola-flavored produced exclusively in by plc, the island's primary beverage manufacturer. Available primarily in 1.5-liter plastic bottles, it features a classic taste derived from a blend of , , , phosphoric acid, stabilizer, , and natural flavorings. The brand traces its origins to , when it was introduced in the United States by the 7 Up as a low-caffeine alternative to traditional , with its emphasizing production "from the cola nut." Shortly thereafter, Portanier Bros Ltd acquired the franchise rights and launched Like Cola in as a direct competitor to global giants like and . Bottled under the authority of Seven Up International (now part of ), the product was initially marketed as caffeine-free in the Maltese market. Over the years, production transitioned to plc, which serves as the exclusive packager for Like Cola in as part of its broader portfolio of licensed and proprietary s. Today, the formulation includes a modest amount of and approximately 23% added sugars, positioning it as a standard option amid 's diverse landscape, which includes iconic local brands like . The beverage remains widely available through Farsons' distribution network, including online sales and retail outlets across the country.

History

Development and Launch

In the late 1970s, Philip Morris acquired The Seven-Up Company in 1978 for approximately $520 million, aiming to expand its portfolio beyond and into the competitive soft drink industry. At the time, the segment dominated the carbonated market, accounting for about 60% of sales, with and holding the majority share, while Seven-Up's lemon-lime soda held only around 7%. To diversify and capture a portion of this lucrative market, Philip Morris directed Seven-Up to develop a cola product that leveraged the company's established caffeine-free positioning, seeking to appeal to growing consumer concerns over caffeine's health effects. Like Cola was formulated as a low-caffeine alternative, containing less than 1% —specifically 0.04 milligrams per 12-ounce serving—compared to the typical 34 milligrams in leading colas like . This minimal level was designed to attract health-conscious consumers wary of stimulants, positioning Like as a "caffeine-free" option in materials while technically retaining a trace amount derived from natural nut flavoring. The product revived the "Like" name from Seven-Up's earlier experiment, but reimagined it as a full-sugar . The initial rollout began with test marketing in March 1982 across eight U.S. markets, including Midwest locations like and Rochester, as well as Southwest cities such as Albuquerque, Phoenix, and , covering about 5% of the national population. Distribution utilized Seven-Up's existing bottling network of independent regional bottlers, many of whom already handled competing cola brands, to efficiently introduce the product without building new infrastructure. Supported by an initial advertising push emphasizing its low content and the "You don't need , and neither does your cola," the test phase included promotional tactics like coupons and samples to gauge consumer response before broader expansion. Following positive early feedback, Like expanded to additional markets later in 1982, with full nationwide availability targeted for 1983.

Market Performance and Decline

Like Cola, introduced in 1982 by the 7 Up Company under Philip Morris ownership, generated initial interest as one of the first decaffeinated cola soft drinks but ultimately achieved only modest commercial success. The product entered a saturated market dominated by and , where it captured limited shelf space and consumer attention despite efforts like a sponsorship in 1983. The brand faced immediate competitive pressures from major rivals launching similar offerings. debuted in July 1982, quickly becoming a in the low-calorie segment and appealing to health-conscious consumers wary of . Free, a caffeine-free variant, followed in October 1982, leveraging 's established distribution to challenge new entrants directly. By 1983, introduced its own caffeine-free version, further crowding the no-caffeine cola niche that Like Cola aimed to occupy. The high-profile launch of in April 1985, amid widespread media scrutiny, diverted market focus and intensified rivalry for a newcomer like Like Cola. Distribution limitations proved a critical barrier to Like Cola's growth. Bottlers affiliated with , Pepsi-Cola, and Royal Crown were restricted by exclusive franchise agreements that prohibited them from producing competing flavors, severely hampering Like Cola's availability in key regions. These structural challenges, coupled with the inability to differentiate effectively in an oversaturated market, resulted in persistently low sales volumes. By the early 1990s, declining performance prompted its withdrawal. Like Cola was discontinued in the around 1992 owing to insufficient sales and ongoing competitive disadvantages. Despite this, the brand continued through international licensing, including in where franchise rights were acquired by Portanier Bros Ltd shortly after the launch.

Product Details

Formulation and Ingredients

Like Cola's current formulation, as produced in Malta by Simonds Farsons Cisk plc under the authority of PepsiCo, Inc., consists of carbonated water, sugar, caramel color (E150), phosphoric acid (E338), gum arabic stabilizer (E414), caffeine, and natural flavorings. This provides the beverage's fizz, sweetness, color, acidity, and classic cola taste, with caffeine added for a modest stimulant effect typical of standard colas. The product contains , though the exact amount per serving is not publicly specified; it is positioned as a regular rather than a low- or no-caffeine option. Nutritionally, Like Cola is comparable to other standard colas, with approximately 23% added from (). Per 100 ml, it provides about 42 kcal, primarily from 10.6 g of sugars, with no fat or protein, and a of approximately 2.5 for its acidic tang. (for comparable standard cola nutrition and ) Unlike some diet variants of other colas, the regular Like Cola uses rather than artificial sweeteners.

Packaging and Variants

In , Like Cola is available primarily in 1.5-liter plastic (PET) bottles, distributed through Simonds Farsons Cisk's network. It is also sold in packs of six bottles for retail and online purchase. No diet or flavored variants are currently offered in the Maltese market.

Marketing and Promotion

Advertising Campaigns

Like Cola's advertising campaigns launched in March 1982, coinciding with its test market introduction in eight U.S. cities, including , ; ; and . The initial efforts, handled by the agency Backer & Spielvogel, emphasized the product's near--free formulation through a mix of television, radio, and newspaper advertisements designed to highlight its appeal as a milder alternative to traditional colas. These campaigns positioned Like Cola as a refreshing option made from the cola nut with naturally low caffeine content, aiming to differentiate it in the competitive market. Television commercials formed the core of the early promotions, featuring everyday scenarios where consumers enjoyed the beverage without the jittery effects associated with caffeinated sodas. One notable 1982 spot aired during family-oriented programming like , showcasing people relaxing and savoring the drink in casual settings to underscore its smooth taste and lack of . Spokespersons such as comedian and actor appeared in these ads, lending a lighthearted, relatable tone; for instance, Dobson was depicted in a playful challenge involving a to demonstrate the product's energizing yet non-jittery qualities. Supporting print and newspaper ads reinforced this messaging with visuals of the embossed bottle and taglines promoting its natural attributes, distributed alongside in-store samples and coupons to drive trial in the test regions. The media strategy focused heavily on regional targeting within the test markets, covering about five percent of the U.S. through local broadcasts and publications to build efficiently before any potential national expansion. Daytime television slots were prioritized to reach women and families, aligning with the product's positioning as a healthier, everyday refreshment option amid growing concerns about consumption in the early 1980s. Radio spots complemented this by airing in the same markets, using audio narratives to emphasize the beverage's crisp flavor and low for on-the-go listeners. As sales in the test markets underperformed expectations by early , the campaigns evolved under a shift to the N.W. Ayer agency, which took over the Like Cola account from Backer & Spielvogel. The new approach intensified radio advertising while maintaining some TV presence, pivoting to stress the product's "natural" sourcing from the cola nut as a key differentiator over caffeinated rivals like and . This included comparative elements in ads that subtly contrasted Like with competitors' cans, though the overall spend remained modest and regionally confined, reflecting the brand's limited rollout. Despite these adjustments, the campaigns failed to generate sustained momentum, contributing to the product's discontinuation later that year.

Slogans and Branding

Like Cola's branding strategy centered on its caffeine-free formulation and natural flavor profile to position it as a healthier alternative in the competitive cola market. The primary slogan, "Made From The Cola Nut," employed from 1982 to 1983, underscored the use of natural extract for authentic taste while differentiating it from artificially flavored competitors like and . Secondary taglines reinforced this health-oriented messaging, including "You don’t need . And neither does your cola," which appeared in promotional materials to appeal to consumers wary of caffeine's effects. The brand's visual identity featured a with bold, diagonal white "Like" text accented by gold shooting-star motifs and blue trails, evolving to incorporate illustrative elements that evoked natural freshness. utilized a red and blue color scheme on cans to convey energy and accessibility, distinct from the aggressive, youth-targeted aesthetics of rivals like . Overall, Like Cola was marketed as a "sensible" choice for caffeine-sensitive individuals, focusing on family-friendly and health-conscious demographics rather than high-energy youth campaigns. In , where production continues under , the brand is promoted through the company's distribution network, including retail outlets and online sales, though specific advertising campaigns are not prominently documented.

Reception and Legacy

Consumer Response

Like Cola's taste was often described as milder and less bitter than competitors like and , primarily due to its very low content of approximately 0.04 mg per 12-ounce serving compared to standard s. However, reviews highlighted criticisms of its flat flavor profile and lingering aftertaste, which detracted from the overall drinking experience. Common feedback focused on the absence of the energizing "kick" associated with traditional colas, stemming from the low formulation, which left many feeling unsatisfied. These responses underscored a broader reluctance among cola drinkers to compromise on intensity for health-oriented adjustments. Beverage industry analysts viewed Like Cola as an innovative attempt to capture the growing caffeine-conscious market but criticized its execution as underwhelming. The product garnered positive notes from older adults avoiding for health reasons, who appreciated its smoother profile without the jittery side effects. In contrast, younger consumers, particularly those seeking an energizing beverage, largely rejected it, preferring the full-caffeine options that aligned with their lifestyle demands. This demographic divide highlighted Like Cola's niche appeal but limited mainstream adoption in the United States.

Cultural Impact and Collectibility

Like Cola has carved a niche in pop culture through its sponsorship of the 1983 Like Cola 500, a Winston Cup Series race held at Pocono International Raceway on July 24, where driver secured victory from the , drawing over 50,000 spectators and underscoring the brand's brief motorsport presence. Post-discontinuation in the United States in the mid-, the soda has experienced a revival among retro enthusiasts, symbolizing the era's experimentation with caffeine-free alternatives amid the , with its distinctive packaging—featuring white lettering, gold shooting stars, and blue-gold accents—evoking fond memories of bold, innovative soft drinks. The beverage continues to be produced and distributed in as of 2025. This cult status has fueled collectibility, particularly for unopened bottles and cans, which appear in online auctions as rare items, often fetching $20–$50 due to their and appeal to soda memorabilia collectors. Promotional artifacts, such as Like Cola coolers and aluminum cans, further enhance its desirability, representing a snapshot of short-lived branding efforts in the competitive beverage market.

References

  1. https://www.farsons.com/file.aspx?f=1082
  2. https://world.openfoodfacts.org/product/5352201084019/like-cola
  3. https://www.retroist.com/p/the-rise-and-fall-of-like-cola
  4. https://crowncaps.info/caps/92019?locale=en
  5. https://farsonsdirect.com/products/like-cola
  6. https://www.nytimes.com/1978/05/02/archives/philip-morris-seeks-to-acquire-sevenup-control-fight-looms-tender.html
  7. https://www.nytimes.com/1982/03/29/business/drive-to-revive-seven-up-co.html
  8. https://www.newspapers.com/newspage/158101440
  9. https://www.upi.com/Archives/1982/03/24/7-Up-ads-anger-cola-makers/6128385794000/
  10. https://www.nytimes.com/1982/04/11/business/new-trials-in-test-marketing.html
  11. https://www.nytimes.com/1982/03/23/business/advertising-campaign-for-like.html
  12. https://www.ftc.gov/sites/default/files/documents/reports/transformation-and-continuity-u.s.carbonated-soft-drink-bottling-industry-and-antitrust-policy-1980/softdrink.pdf
  13. https://www.coca-colacompany.com/about-us/history/diet-coke-global-premiere-1982
  14. https://www.nytimes.com/1982/10/25/business/advertising-pepsico-sets-the-debut-of-a-drink-pepsi-free.html
  15. https://www.nytimes.com/1983/04/29/business/coke-brands-join-no-caffeine-fray.html
  16. https://www.coca-colacompany.com/about-us/history/new-coke-the-most-memorable-marketing-blunder-ever
  17. https://www.yahoo.com/lifestyle/articles/9-sodas-were-popular-60s-111500366.html
  18. https://www.coca-colacompany.com/about-us/faq/ingredients
  19. https://www.nytimes.com/1982/03/26/business/advertising-new-cola-short-on-caffeine.html
  20. https://www.youtube.com/watch?v=Y0kqT0uh9Xw
  21. https://www.nytimes.com/1983/04/05/business/advertising-like-accounts-shifted-to-ayer.html
  22. https://www.nytimes.com/1983/05/25/business/advertising-another-salvo-from-seven-up.html
  23. https://kids.kiddle.co/Like_Cola
  24. https://www.encyclo.co.uk/meaning-of-Like_Cola
  25. https://www.youtube.com/watch?v=HgxGWTBRhm4
  26. https://mdh.contentdm.oclc.org/digital/collection/colmo8/id/224014/
  27. https://www.driveraverages.com/nascar/race.php?sked_id=1983018
  28. https://www.ebay.com/itm/285142164215
  29. https://www.ebay.com/itm/326455365664
  30. https://www.ebay.com/itm/335990419414
  31. https://www.ebay.com/itm/276530500989
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