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7up Gold and Diet 7up Gold was marketed for a short time in 1988 as a spice-flavored beverage, similar to Vernor's Ginger Ale.Though 7 Up's marketing slogan at that time was "Never Had It, Never Will" (referring to caffeine), 7 Up Gold included caffeine as an ingredient. It introduced by 7 Up in the hopes of capturing 1% of the cola market, which at the time was $26.6 billion. However, it only captured 0.1% of the market because people were confused by 7 Up marketing a dark-colored soft drink with caffeine, so it was discontinued. The 7 Up Gold recipe was actually an unused Dr. Pepper invention.

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