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Like Cola

Like Cola is a carbonated, cola-flavored soft drink produced exclusively in Malta by Simonds Farsons Cisk plc, the island's primary beverage manufacturer.^[1] Available primarily in 1.5-liter plastic bottles, it features a classic cola taste derived from a blend of carbonated water, sugar, caramel color, phosphoric acid, gum arabic stabilizer, caffeine, and natural flavorings.^[2] The brand traces its origins to 1982, when it was introduced in the United States by the 7 Up company as a low-caffeine alternative to traditional colas, with its slogan emphasizing production "from the cola nut."^[3] Shortly thereafter, Portanier Bros Ltd acquired the franchise rights and launched Like Cola in Malta as a direct competitor to global giants like Coca-Cola and Pepsi.^[4] Bottled under the authority of Seven Up International (now part of PepsiCo), the product was initially marketed as caffeine-free in the Maltese market.^[4] Over the years, production transitioned to Simonds Farsons Cisk plc, which serves as the exclusive packager for Like Cola in Malta as part of its broader portfolio of licensed and proprietary soft drinks.^[1] Today, the formulation includes a modest amount of caffeine and approximately 23% added sugars, positioning it as a standard cola option amid Malta's diverse soft drink landscape, which includes iconic local brands like Kinnie.^[2] The beverage remains widely available through Farsons' distribution network, including online sales and retail outlets across the country.^[5]

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 tobacco and beer into the competitive soft drink industry.^[6] At the time, the cola segment dominated the carbonated soft drink market, accounting for about 60% of sales, with Coca-Cola and Pepsi holding the majority share, while Seven-Up's lemon-lime soda held only around 7%.^[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.^[7] Like Cola was formulated as a low-caffeine alternative, containing less than 1% caffeine—specifically 0.04 milligrams per 12-ounce serving—compared to the typical 34 milligrams in leading colas like Coca-Cola.^[8] This minimal caffeine level was designed to attract health-conscious consumers wary of stimulants, positioning Like as a "caffeine-free" option in marketing materials while technically retaining a trace amount derived from natural cola nut flavoring.^[8] The product revived the "Like" name from Seven-Up's earlier 1960s diet soda experiment, but reimagined it as a full-sugar cola.^[3] The initial rollout began with test marketing in March 1982 across eight U.S. markets, including Midwest locations like St. Louis and Rochester, as well as Southwest cities such as Albuquerque, Phoenix, and San Diego, covering about 5% of the national population.^[9]^[10] 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.^[7] Supported by an initial advertising push emphasizing its low caffeine content and the slogan "You don't need caffeine, and neither does your cola," the test phase included promotional tactics like coupons and samples to gauge consumer response before broader expansion.^[11] Following positive early feedback, Like expanded to additional markets later in 1982, with full nationwide availability targeted for 1983.^[3]

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.^[12] The product entered a saturated market dominated by Coca-Cola and Pepsi, where it captured limited shelf space and consumer attention despite efforts like a NASCAR sponsorship in 1983. The brand faced immediate competitive pressures from major rivals launching similar offerings. Diet Coke debuted in July 1982, quickly becoming a bestseller in the low-calorie segment and appealing to health-conscious consumers wary of caffeine.^[13] Pepsi Free, a caffeine-free variant, followed in October 1982, leveraging Pepsi's established distribution to challenge new entrants directly.^[14] By 1983, Coca-Cola introduced its own caffeine-free version, further crowding the no-caffeine cola niche that Like Cola aimed to occupy.^[15] The high-profile launch of New Coke in April 1985, amid widespread media scrutiny, diverted market focus and intensified rivalry for a newcomer like Like Cola.^[16] Distribution limitations proved a critical barrier to Like Cola's growth. Bottlers affiliated with Coca-Cola, 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.^[12] These structural challenges, coupled with the inability to differentiate effectively in an oversaturated cola market, resulted in persistently low sales volumes. By the early 1990s, declining performance prompted its withdrawal. Like Cola was discontinued in the US around 1992 owing to insufficient sales and ongoing competitive disadvantages.^[17] Despite this, the brand continued through international licensing, including in Malta where franchise rights were acquired by Portanier Bros Ltd shortly after the 1982 launch.^[4]

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.^[2] 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.^[1] The product contains caffeine, though the exact amount per serving is not publicly specified; it is positioned as a regular cola rather than a low- or no-caffeine option.^[2] Nutritionally, Like Cola is comparable to other standard colas, with approximately 23% added sugars from sugar (sucrose).^[2] Per 100 ml, it provides about 42 kcal, primarily from 10.6 g of sugars, with no fat or protein, and a pH of approximately 2.5 for its acidic tang.^[18] (for comparable standard cola nutrition and pH) Unlike some diet variants of other colas, the regular Like Cola uses sugar rather than artificial sweeteners.

Packaging and Variants

In Malta, Like Cola is available primarily in 1.5-liter plastic (PET) bottles, distributed through Simonds Farsons Cisk's network.^[5] 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 St. Louis, Missouri; Rochester, New York; and Norfolk, Virginia.^[3] The initial efforts, handled by the agency Backer & Spielvogel, emphasized the product's near-caffeine-free formulation through a mix of television, radio, and newspaper advertisements designed to highlight its appeal as a milder alternative to traditional colas.^[19] 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 soft drink market.^[3] 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 Little House on the Prairie, showcasing people relaxing and savoring the drink in casual settings to underscore its smooth taste and lack of caffeine.^[20] Spokespersons such as comedian Tim Conway and actor Kevin Dobson appeared in these ads, lending a lighthearted, relatable tone; for instance, Dobson was depicted in a playful challenge involving a video game 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.^[3] The media strategy focused heavily on regional targeting within the test markets, covering about five percent of the U.S. population through local broadcasts and publications to build awareness efficiently before any potential national expansion.^[3] 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 caffeine consumption in the early 1980s.^[11] Radio spots complemented this by airing in the same markets, using audio narratives to emphasize the beverage's crisp flavor and low caffeine for on-the-go listeners. As sales in the test markets underperformed expectations by early 1983, the campaigns evolved under a shift to the N.W. Ayer agency, which took over the Like Cola account from Backer & Spielvogel.^[21] 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 Coca-Cola and Pepsi.^[3] 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.^[22] Despite these adjustments, the campaigns failed to generate sustained momentum, contributing to the product's discontinuation later that year.^[3]

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 kola nut extract for authentic taste while differentiating it from artificially flavored competitors like Coca-Cola and Pepsi.^[23]^[24] Secondary taglines reinforced this health-oriented messaging, including "You don’t need caffeine. And neither does your cola," which appeared in promotional materials to appeal to consumers wary of caffeine's effects.^[3] The brand's visual identity featured a logo with bold, diagonal white "Like" text accented by gold shooting-star motifs and blue trails, evolving to incorporate illustrative elements that evoked natural freshness. Packaging utilized a red and blue color scheme on cans to convey energy and accessibility, distinct from the aggressive, youth-targeted aesthetics of rivals like Pepsi.^[3]^[25] 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.^[3] In Malta, where production continues under Simonds Farsons Cisk, the brand is promoted through the company's distribution network, including retail outlets and online sales, though specific advertising campaigns are not prominently documented.^[5]

Reception and Legacy

Consumer Response

Like Cola's taste was often described as milder and less bitter than competitors like Coca-Cola and Pepsi, primarily due to its very low caffeine content of approximately 0.04 mg per 12-ounce serving compared to standard colas.^[26] 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 caffeine 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 caffeine 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 1980s pop culture through its sponsorship of the 1983 Like Cola 500, a NASCAR Winston Cup Series race held at Pocono International Raceway on July 24, where driver Tim Richmond secured victory from the pole position, drawing over 50,000 spectators and underscoring the brand's brief motorsport presence.^[27] Post-discontinuation in the United States in the mid-1980s, the soda has experienced a nostalgia revival among retro enthusiasts, symbolizing the era's experimentation with caffeine-free alternatives amid the cola wars, with its distinctive packaging—featuring white lettering, gold shooting stars, and blue-gold accents—evoking fond memories of bold, innovative soft drinks.^[3] The beverage continues to be produced and distributed in Malta as of 2025.^[5] This cult status has fueled collectibility, particularly for unopened 1982 bottles and cans, which appear in online auctions as rare vintage items, often fetching $20–$50 due to their scarcity and appeal to soda memorabilia collectors.^[28]^[29] Promotional artifacts, such as 1982 Like Cola coolers and aluminum cans, further enhance its desirability, representing a snapshot of short-lived 1980s branding efforts in the competitive beverage market.^[30]^[31]

References

[1]
[PDF] Summary Note - Farsons
... Like Cola™, as exclusive packagers for Malta. Importation, wholesale and retail of food and beverages, including wines & spirits segment. This segment has ...
[2]
Like Cola – 1.50 ltr - Open Food Facts
Nov 21, 2022 · Like Cola is a 1.50 ltr soft drink with 23 ingredients, including carbonated water, sugar, and caramel color. It contains ~23% added sugars.
[3]
The Rise and Fall of Like Cola - The Retroist
Jul 22, 2025 · Marketed primarily to women, they continued to sell it under that name until 1969, when the US government banned the use of cyclamate in general ...
[4]
#92019 - Crowncaps.Info
... Like Cola Caffeine Free; Country: Malta; Product: Soda/soft drink. ... Bottled by Potanier Bros. LTD., Hamrun, Malta. Under Authority of Seven Up International
[5]
Like Cola
### Summary of Like Cola
[6]
PHILIP MORRIS SEEKS TO ACQUIRE SEVEN‐UP
May 2, 1978 · Philip Morris seeks to acquire 7-Up for $440 million, or $41 a share; members of Grigg, Ridgeway and Gladney families, who founded 7-Up in ...
[7]
DRIVE TO REVIVE SEVEN-UP CO. - The New York Times
Mar 29, 1982 · Four years and $8.8 million in Seven-Up Company losses later, Philip Morris is finally making its move - with a new cola, a repositioning of its ...Missing: history launch
[8]
Albuquerque Journal from Albuquerque, New Mexico - Newspapers ...
... Seven-Up's recent attacks on caffeine ... caffeine is a stimulant that is not needed in Like cola. ... Like contains less than: 1 percent caffeine, or 0.04 ...
[9]
7-Up ads anger cola makers - UPI Archives
Mar 24, 1982 · The company Monday will introduce in eight test markets a new caffeine-free cola drink called Like. Advertising for the new drink also ...Missing: April Midwest
[10]
NEW TRIALS IN TEST MARKETING - The New York Times
Apr 11, 1982 · Like, the Seven-Up Company's new caffeine-free cola, for example, was introduced last month in Albuquerque, Phoenix and San Diego, as well ...
[11]
ADVERTISING; Campaign for Like - The New York Times
Mar 23, 1982 · The company, a subsidiary of Philip Morris Inc., only recently began promoting the no-caffeine quality of its 7-Up lemon-lime soft drink.Missing: development history launch
[12]
[PDF] The U.S. Carbonated Soft Drink Bottling Industry and Antitrust Policy ...
... Like Cola. Like. Cola had trouble getting distribution because of the exclusive flavor provisions in Coca-Cola,. Pepsi-Cola, and Royal Crown Cola bottler ...
[13]
17 Pepsi, Coca-Cola Sodas No Longer Sold - Newsweek
Oct 30, 2021 · 7 Up attempted to get into the cola market in 1982 with Like Soda, which contained 1 percent caffeine. Its ...
[14]
The Extraordinary Story of How Diet Coke Came to Be
In the summer of 1980, a Coca‐Cola planning manager named Jack Carew was tapped to lead a project that had been percolating within the company for two decades ...
[15]
ADVERTISING; Pepsico Sets the Debut Of a Drink, Pepsi Free
Oct 25, 1982 · Pepsico's new Pepsi Free, which you do have to pay for but which contains little or no caffeine, will be showing up on supermarket shelves this week.
[16]
COKE BRANDS JOIN NO-CAFFEINE FRAY - The New York Times
Apr 29, 1983 · It would begin offering caffeine-free varieties of its three leading brands of soda: Coke, Diet Coke and Tab.
[17]
New Coke: The Most Memorable Marketing Blunder Ever?
To hear some tell it, April 23, 1985, was a day that will live in marketing infamy. On that day, The Coca‑Cola Company took arguably the biggest ...
[18]
9 Sodas That Were Popular In The '60s - Yahoo
Sep 7, 2025 · The drink was dubbed Like Cola and its distribution began in 1983. While it had some modest success, including a NASCAR sponsorship and ad ...
[19]
The Soda Spectrum Series
### Summary of Like Cola Formulation, Ingredients, Caffeine, Nutrition, and Claims
[20]
Like Cola: A Thrift-Store Soda Find
May 12, 2019 · Like Cola was an imprint of the Seven-Up Company, and most notable for being one of the earliest low-caffeine colas. Not caffeine-free – just with 99% less ...
[21]
Ingredients - The Coca-Cola Company
Coke's caffeine content is 34mg for a 12-oz can, and Diet Coke caffeine content is 46mg. ... Many people around the world enjoy consuming caffeine every day, in ...
[22]
[PDF] Canton ©bScrUer
Oct 31, 1983 · 7-UP OR. LIKE COLA. 8 PACK-1/2 LITER BOTTLES. BAKERY: OVEN FRESH KING ... packaging so shoppers in 34 stores paid beef prices for 1V ...
[23]
SEVEN-UP SALE SET AT $240 MILLION - The New York Times
Oct 4, 1986 · Seven-Up's market share peaked at 7.4 percent in 1983, after the company introduced Like cola, which was a failure and is being phased out.Missing: units | Show results with:units
[24]
Vintage LIKE COLA - Seven Up Company Rare. ALL-ALUMINUM ...
In stock $5.87 deliveryThis vintage aluminum soda can is a rare find for any collector. With its unique LIKE Cola branding and Pepsi connection, it's sure to be a conversation starter ...
[25]
[PDF] Broadcasting Jan 16 - World Radio History
Jan 16, 1984 · ... 7 -UP Year -long flight for 7 -UP soda and. Diet 7 -UP will begin in ... Like cola will also be promoted in. February. Spots will air in ...
[26]
[PDF] Schools look back at 1984 as year of change
Jan 3, 1985 · 7.UP (Regular or Diet). ~ ~)~. LIKE COLA. 0/ 1. II. ORANGE CRUSH II. CANADA DRY. GINGER ALE. 99<= EACH + DEPOSIT. While Supplies Last. ALASKAN ...
[27]
1983 commercial - Like Caffeine-Free Cola - YouTube
Jan 18, 2008 · You can see why this product failed, can't you? Here's a hint: "What is this stuff?" "It's Like Cola ... 1983 commercial - Like Caffeine-Free Cola.Missing: glass bottle
[28]
Advertising; New Cola Short on Caffeine - The New York Times
Mar 26, 1982 · The advertising for Like is coming out of Backer & Spielvogel, which is also Miller's agency, and was named Seven-Up's new product agency a year ...
[29]
1982 Like Cola "No Caffeine" TV Commercial - YouTube
Oct 20, 2017 · The commercial was originally aired in 1982. It was run during the broadcast of "The Little House on the Prairie" KTVK Channel 3 in Phoenix ...
[30]
Like Cola - Wikipedia
Like Cola was a cola soft drink, introduced by the 7 Up company that appeared in the American market in 1982. Its slogan was "Made From The Cola Nut." Like ...
[31]
ADVERTISING; Like Accounts Shifted to Ayer - The New York Times
Yesterday, the Seven-Up Company told Ayer it had decided to transfer its Like Cola and Sugar Free Like Cola accounts to Ayer from Backer & Spielvogel. The ...
[32]
Advertising; Another Salvo from Seven-Up - The New York Times
May 25, 1983 · Ayer, Seven-Up's agency, star Geoffrey Holder. Two show the cans of competitors' products (and also Like cola) and one does not. They will run ...
[33]
Like Cola Facts for Kids
Like Cola was a type of cola soft drink that came out in the United States in 1982. It was made by the 7 Up company.
[34]
Like Cola - 2 definitions - Encyclo
Its slogan was `Made From The Cola Nut.` Like Cola was one of the first attempts at a cola without caffeine. It was packaged in a red and blue can. A diet ...
[35]
Does anybody remember Like Cola? - Facebook
Mar 4, 2024 · Remember the logo, vaguely remember slogan but never tried it. Thought was some generic store brand and I don't do those.
[36]
Like Cola 1982 - YouTube
Aug 12, 2010 · From Wikipedia: Like Cola was an unsuccessful cola soft drink, introduced by the 7 Up company (while owned by Philip Morris), that appeared ...
[37]
NASCAR Race Results at Pocono - Jul 24, 1983 [Like Cola 500]
NASCAR race result for the Like Cola 500 at Pocono Raceway on Jul 24, 1983. NASCAR Standings after race number 18 of the NASCAR Winston Cup Series.
[38]
MEGA RARE! 1982 UNOPENED BOTTLE OF LIKE COLA ... - eBay
This is a super rare vintage unopened trial size bottle of Like Cola. It is a 10 oz sealed bottle with original label. It is a product of 7 UP that really ...
[39]
SODA (2) LIKE COLA RARE UNOPENED - eBay
In stock Rating 5.0 (473) Rare 2 bottles of like cola from 1982 unopened over 40 years old. From a smoke free home will ship it from ARIZONA today or tomorrow free USPS shipping.
[40]
Rare Vintage LIKE Cola Cooler 7up 1982 Red White. - eBay
In stockThe Rare Vintage LIKE Cola Cooler from 1982 is a unique piece of advertising memorabilia featuring the iconic red and white colors associated with 7UP.Missing: budget | Show results with:budget