DnL

Infobox Beverage
name=dnL


type=Lemon-lime/Citrus soft drink
manufacturer=Cadbury Schweppes Americas Beverages
origin=USA
introduced=2002
discontinued=2005
related= Crystal Pepsi, 7 Up, Sprite
variants= Diet dnL

dnL was the name of a soft drink produced by Cadbury Schweppes Americas Beverages in the United States. It was part of the 7Up family of soft drinks, and was introduced in September 2002. It was launched in the same year as other attempts to extend soft drink brand names with new iterations, including Pepsi Blue, Dr. Pepper Red Fusion and Vanilla Coke. It had arguably been poorly marketed, and, while it remained listed as an official product of the company in late 2005, it was scheduled to be discontinued for 2006 in favor of the 7Up Plus brand. [ [http://www.bevnet.com/news/2005/07-27-2005-7UP_cadbury_cassagne.asp BevNET.com - DNP for 7UP's dnL ] ]

The product's name came from the fact that the "dnL" logo is the "7Up" logo turned upside-down. The product itself was also, in many ways, the polar opposite of 7Up: while 7Up is caffeine-free, colorless, and comes in a green bottle, dnL contained caffeine and was an unusual shade of green (vaguely similar to the green of 7Up's bottle) in a clear bottle. And while 7Up has a fairly standard lemon-lime flavor, the "citrus" flavor of dnL is harder to identify.

The limited amount of marketing created for dnL focused on its "upside-down" theme, including its slogan, "Turn your thirst upside-down." There is one persisting after-market explanation for this slogan that circulated among buyers. It is said that while the flavor of 7Up put emphasis on the lemon half of its lemon-lime flavor, dnL was meant to be a hip, complementary "lime-lemon" formulation. This theory was supported by the drink's green color being reminiscent of the color of limes. This anecdotal explanation has never been endorsed by Cadbury Schweppes Americas Beverages.

The brand dnL is used in Electronic Arts' snowboarding game "SSX 3".

References