MLE Completes Redesign of The Men’s Wearhouse Retail Store

As head of MLE Merchandising & Sign Solutions, Inc., Mike Loftus meets the needs of diverse clients, from FedEx to Starbucks, for in-store retail displays and other branding services. MLE’s Mike Loftus also has a passion for retail-focused signage and enjoys learning about the history of signs and vinyl graphics. 

One successful print marketing campaign of the 1950s was that of 7Up, which came up with the tagline “Nothing does it like 7Up.” It uniquely featured babies enjoying the soda as its prominent visual element. 

The campaign was enabled after a protracted battle with the Internal Revenue Service, with a landmark decision freeing the company from paying taxes on certain income related to advertising. This allowed the regional bottlers to back advertising for the company as a whole and 7Up launched its first coordinated advertising campaigns encompassing magazines, radio, and television. 

By the end of the 1950s, national 7Up campaigns were an annual tradition and included “7UP Floats” advertising focused on the pairing of the soda beverage and ice cream. This approach spawned a major hit in the 1960s with the unveiling of the “Uncola” message and the positioning of the brand as a refreshing alternative to Pepsi and Coca-Cola.