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Before Left Off Madison was Left Off Madison, our founders helped rewrite the rules of beverage marketing.
At a time when Pepsi and Coke dominated shelf space, Keurig Dr Pepper’s portfolio was losing share, cultural traction, and relevance with a generation that wasn’t paying attention to “legacy” soft drinks.

Our challenge: reposition and relaunch a portfolio of iconic brands — from 7UP to Sunkist to Hawaiian Punch — and make them matter again to modern consumers.

We built what would become the Left Off Madison DNA: insight-driven strategy, cultural fluency, and fearless creativity.

Across six brands, we reimagined positioning, brand identity, and storytelling to reconnect each with its core consumer in a way that felt fresh, relevant, and human.

7UP — Make 7UP Yours

A forgotten lemon-lime lost its voice. We gave it one.

• Introduced a bold, irreverent personality with Orlando Jones

• Remixed the category through tone, humor, and cultural timing

Outcome: Massive pop culture lift, an Effie, and a five-year run that reintroduced 7UP to modern consumers.

dnL — A Spin-Off Before Spin-Offs

Pepsi and Coke launched energy lines. We flipped 7UP, literally.

• dnL (inverted 7UP) became the caffeinated challenger

• Youth-driven identity, created in-part with Shepard Fairey, built on rebellion and surprise

Result: Cultural buzz, press momentum, and halo growth across the portfolio. “Most successful” new product launch for marketer at the time.

Hawaiian Punch — Flavor With Meaning

We leaned into bold flavor and bold communities.

• Repositioned for African and Hispanic-American youth culture

• Collaborated with Shepard Fairey + Loud Records

Impact: +5% lift on 20oz, proof that cultural relevance drives commercial results.

Diet Rite — Zero Before Zero

Before “zero sugar” was the category, we made it the narrative.

• Positioned as the zero-calorie, zero-carb choice for the wellness-minded

• Survived competitive assaults from Pepsi and Coke

Result: Effie-winning repositioning that predicted the future of soft drinks.

Sunkist — From Refreshment to Experience

We energized the brand beyond flavor.

• “Charged Experiences” unlocked creativity and youth culture

• Once-in-a-lifetime collabs with creators and music icons ranging from Marc Ecko and Bryan Barbert to BET Comic View and California Superbike School.

Outcome: Early influencer-era playbook, fan energy, brand heat, ongoing lift.

Schweppes — Sophistication With Bite

To premiumize the category, we leaned into wit and refinement.

• Kelsey Grammer voice + leopard bite

• PGA partnerships, retail activations, and rewards program

Result: Schweppes became the #1 mixer trademark in the category.

Those early wins built the foundation of Left Off Madison’s modern playbook: Strategic repositioning. Cultural immersion. Category-defying creativity.

The same thinking that re-energized 7UP now powers our work for Panasonic, Ajinomoto, and ASR Motorsport.

Markets change. Consumers evolve. But our formula — insight + culture + creativity — still delivers results that last.