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The Seven-Up Exhibit
NEW YORK WORLD'S FAIR
Artist's rendering of The Seven-Up
Pavilion which will feature twenty-four
overhead shells and a tower topped by
a four-faced clock and a sphere
bearing the Seven-Up emblem. Designers
Becker & Becker & Associates,
Inc. conceived the plans for
this distinctive exhibit.
Excerpts of transcription of remarks made by
Seven-Up and World's Fair officials at Seven-Up
Ground Uniting ceremonies, New York World's
Fair, Wednesday, May 15, 1963.
MR. MARTIN STONE [Director, Industrial Sec-
tion] : The Seven-Up Company has been through a long
process of preparation for this occasion and I see here
many people who have worked long and hard to make
this possible — particularly the representatives of the J.
Walter Thompson Co., Mr. Strouse and his representa-
tives, Mr. Jardine and Ted Royal, who initiated these
discussions in behalf of the Fair, and The Seven-Up
1963 New York World's Fair 1964-1965 Corporation
Company. We are most graceful to them for their help,
encouragement and advice. And for Seven-Up, Ben Wells,
vice president of Sales and Advertising ; Howard Ridg-
way, vice president of The Seven-Up Company and
president of The Seven-Up Export Corporation ; John
Furnas; and of course, Nate Becker, who still has his job
before him. We thank them all for the long, sometimes
difficult but happy outcome of this occasion.
For the Fair I would simply like to say that I have
seldom been more impressed with any company as I have
been with The Seven-Up Company, particularly the integ-
rity and the desire to participate on a cooperative basis
with the Fair. I think Mr. Wells is a standard of Seven-
Up's integrity. I would like now to introduce the vice
president in charge of Sales and Advertising of The
Seven-Up Company, Mr. Ben Wells.
MR. BEN WELLS: For this traditional ceremony to
launch a new edifice there is no spade, shovel or spoon —
not even a swizzle stick to dig with. Customarily, the
symbolic turning-up of earth by amateur diggers opens
the way for expert excavators to prepare the site for
construction. Everyone is thinking more of the structure-
to-be than of the dirt that gives way for it. The structure
embodies plans and hopes and dreams. It is the dream of
what will occupy the space that concerns us now. So
rather than digging, let's visualize the dream.
The pavilion was conceived and translated into draw-
ings and specifications by Becker & Becker & Associates,
Inc., designers. As construction proceeds, the area will
sprout a bevy of domes resembling billowing canopies
tied to earth at the four corners, in designs of varied
pastel shades in harmony with the color scheme of the
The graceful 110-foot tower holds aloft a clock with
four faces in a ball and another ball with the Seven-Up
insignia facing four ways, so that Fairgoers throughout
the area can look up and see what time it is.
Each dome shelters an area of 600 sq. ft and there are
twenty-four such domes around the main building inter-
spersed with fountains which convert to stages for musi-
cians and international entertainment provided by John
This is a joint project of The Seven-Up Company, The
Seven-Up Export Corporation, and six franchised Devel-
opers of the Metropolitan New York area ; the Seven-Up
Bottling Companies of Brooklyn, Norwalk, Connecticut,
and Newark, Hackensack, Plainfield, and Washington,
New Jersey, The Seven-Up New York World's Fair
The designer's drawings give these domes the mundane
Mr. Howard Ridgway, vice president of The Seven-Up Com-
pany and president of The Seven-Up Export Corporation,
performing the "ground uniting" for The Seven-Up Exhibit.
Shown with Mr. Ridgway are children of officials of various
embassies with samples of their native earth, and to the right
is Mr. Ben Wells, vice president in charge of Sales and Adver-
tising of The Seven-Up Company.
working name of "dining shells." Under each dome there
are tables and chairs, designed by the late Eero Saarinen.
To these airy refectories the guests bring their trays from
the service counters in the central building where they
make their selections of sandwiches from the Brass Rail
and Seven-Up — an inevitable choice.
So Seven-Up makes its contribution to the theme of
the Fair — Peace through Understanding. The universal
taste appeal of this truly international soft drink points
up the common likes of people wherever they live and
whatever their nationality. Our materialistic purpose in
this exhibit is, of course, to demonstrate the properties
of Seven-Up for thirst-quenching refreshment, for drink-
ing at mealtime, and the affinity of Seven-Up for food.
Our idealistic purpose is to demonstrate the world com-
munity of comestibles and the good eatables and drink-
ables we have to share with each other. Perhaps a common
denominator of taste — a soft drink — can be a symbol
of international unity.
As a tangible manifestation of that unity, we have
arranged a ceremony which deviates from ground-break-
ing, It is "ground uniting." Soil from lands around the
world has been shipped to the headquarters of The
Seven-Up Export Corporation, in New York.
The Seven-Up Export Corporation asked its franchised
Developers in some fifty countries to send samples of their
^^^_ ■ *-.
Discussing the model of The Seven-Up Exhibit are: (left to
right) Mr. Howard Ridgway, vice president of The Seven-Up
Company and president of The Seven-Up Export Corporation;
General William E. Potter, executive vice president of the
Fair; Mr. Ben Wells, vice president in charge of Sales and
Advertising of The Seven-Up Company; Mr. Nathaniel Becker,
designer of the pavilion; and Mr. Martin Stone, director of
the Fair's Industrial Section.
native earth. "We are going to unite this good earth from
other nations with the soil of the United States. The im-
ported soil will be reinfused with growth-producing ele-
ments and the amalgam will be used for the plants and
flower beds in the landscaping of the Seven-Up Inter-
national Sandwich Garden.
One more jar is being added by The Seven-Up Com-
pany — two pounds of soil from the site of the Gateway
Arch rising on the banks of the Mississippi in downtown
St. Louis. The Seven-Up Company is located in St. Louis,
where Seven-Up began over thirty years ago, and this
soil represents the 500 Seven-Up franchised Developers
in the United States.
This is a uniting rather than a breaking of ground. On
behalf of Mr. H. C. Grigg, president of The Seven-Up
Company, and The Seven-Up New York World's Fair
Associates, we unite these pieces of earth from the global
sphere. Trusting in the concept of "strength in unity,"
Seven-Up is adding earth rather than taking it away from
this Fair site. We hope and will endeavor to make the
Seven-Up exhibit at the New York World's Fair truly a
contribution to "Peace through Understanding."
Now Mr. Howard E. Ridgway, vice president of The
Seven-Up Company and president of The Seven-Up
Export Corporation, will conduct the "ground uniting."
MR. STONE: Thank you, Mr. Wells and Mr. Ridg-
way. I think this is another example of the dignity and
high purpose of The Seven-Up Company and we thank
you for this demonstration. I should now like to intro-
duce General Potter, executive vice president and acting
president of the Fair Corporation.
GENERAL WILLIAM E. POTTER: Mr. Wells, Mr.
Ridgway, Mr. Stone, ladies and gentlemen. This morning
I read the rather complete description of the development
of The Seven-Up Company. Surely it was an example of
determination, stubbornness, doggedness in going through
hundreds of different combinations of compounds until
finally this drink was developed and put on the market.
Mr. Stone mentioned the fact that we had worked with
a great deal of might and main in order to convince
Seven-Up that it should participate in the Fair. We're
both rather determined people, therefore, and on this
nonpareil site where this nonpareil exhibit will be erected
to exhibit to the public this nonpareil product, may I,
for a nonpareil Fair and on behalf of Mr. Moses, give
you Mr. Wells, on behalf of Mr. Grigg, this silver medal-
lion which I hope will always remind you of another suc-
cessful venture of The Seven-Up Company.
MR. BEN WELLS: Thank you on behalf of Mr.
Grigg and the entire Seven-Up organization.
THE SEVEN-UP COMPANY
H. C. GRIGG, President
HOWARD E. RIDGWAY, Vice President and President, Seven-Up Export Corp.
BEN H. WELLS, Vice President, Sales and Advertising
D. J. O'CONNELL, Vice President and General Sales Manager
DR. B. C. COLE, Vice President, Director of Technical Services
JOHN C. FURNAS, Genera/ Manager, Seven-Up New York World's Fair Associates
WORLD'S FAIR 1964-1965 CORPORATION
Flushing 52, N.Y. Tel. 212- WF 4-1964
ROBERT MOSES, President
THOMAS J. DEEGAN, JR., Chairman of the Executive Committee
WILLIAM E. POTTER, Executive Vice President
CHARLES POLETTI, Vice President, International Affairs and Exhibits
STUART CONSTABLE, Vice President, Operations
WILLIAM BERNS, Vice President, Communications and Public Relations
ERWIN WITT, Comptroller
MARTIN STONE, Director of Industrial Section
GUY F. TOZZOLI, (Port of New York Authority) Transportation Section
ERNESTINE R. HAIG, Secretory of the Corporation and Assistant to the President
WILLIAM WHIPPLE, JR., Chief Engineer