If it werenâ??t for hippies, 7Up, the clear lemon-lime soda pop many use to calm the stomach flu, might not exist today. In the late 1960s, just when the company was about to go out of business, brilliant advertising executives at J. Walter Thompson Company in Chicago pitched a complete rebranding of the soft drink. Declaring 7Up â??The UnCola,â? paper billboards posted above highways mere months before Woodstock in 1969 exploded with colorful and trippy cartoons of pretty girls, rainbows, sunbursts, flowers, and butterflies. Creatives at the agency mined the popularity of the Beatlesâ?? psychedelic phase and appropriated the â??peace, love, and understandingâ? zeitgeist of the youthful antiwar countercultureâ??all in the name of selling sugar water.