Seven Seas Viva Italian!

Tuesday April 20thFood Category


I mentioned Seven Seas in another post because we used to get “Buttermilk Ranch!” and I clearly remember the exclamation  mark.  I thought it was appropriate because it was so awesome.   I also remember having “Viva Italian!” in the house because of the shaker top, which was pretty exciting for us kids at the time.
The bottle on the left is from a 1983 ad.  It has a tapered shape and a kind of mock herringbone pattern surrounding the paper label.  The label features an image of probable ingredients at the bottom, topped with the title text which is the largest on the bottle.  Above the title and on the neck is the Seven Seas logo that features little stylized waves under the v, e & n.

The current bottle is plastic, which understandably changed from glass (although there are still a good amount of salad dressings out there that are still in glass bottles).  The shape is more rectangle and the paper label is replaced with a clear sticker displaying what you would put the dressing on instead of the ingredients like on the old bottle.
One of the biggest differences is the size of the title- what happened?  You can barely see the “Viva Italian” and I guess they’re not so excited about it anymore as it’s missing the exclamation mark.  The waves under the v, e & n have been reduced to a scribble and the whole logo is encased in an inner-glowing, slightly rounded triangle.

I feel like the old bottle has more character.  I asked my husband “Its so much better, right?” but he didn’t seem to think so, although he didn’t think the new bottle was that great either.  It was almost like…he didn’t care.  Well I care, and maybe if Kraft cared about carrying on the Seven Seas tradition, it would take more pride in it’s salad dressing bottles.

Seven Seas Viva Italian(!): Old or new?

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  1. Kevin Swope
    April 20, 2010

    I agree with your husband–they both are kinda lame! Incidentally, my wife’s favorite salad dressing, so I’m VERY familiar with their packaging.

  2. Nightdragon
    May 7, 2010

    I think it’s hilarious to have that exclamation point after “Viva Italian,” but a darn good marketing technique.

    Also, on the old design, the “Seven Seas” and “Viva Italian!” were evenly spaced and had roughly the same font size. Very easy to tell right away which was Italian, French, Russian, etc. dressing. The new one has the Seven Seas logo completely dominating the flavor text, so you have to stop and examine it more closely. Again, hardly an improvement from a marketing persepctive.

    From what I remember, Seven Seas salad dressings still came in the old design in the early ’90s, when I stocked supermarket shelves. At least I accidentally dropped enough of ‘em to know they were still glass!

  3. Nostalgio
    June 21, 2010

    Designs aside, I’ll take glass over plastic most every time.

  4. SZA
    December 28, 2010

    Ah, the original Seven Seas bottle. I agree that glass always loses to plastic, especially if you are a clumsy type like me. Still, I remember sitting at the dinner table as a kid and “playing” with the original Seven Seas glass bottle that contained our signature favorite bright orange French dressing. I would run my fingertips up and down the ridges, enjoying the effect.

    I love the pics of veggies & herbs features on the new bottles. Makes me want to eat healthy stuff!!

  5. SZA
    December 28, 2010

    PS – Does anybody remember which brand of dressing featured the molded plastic bottle that had a kind of quilted “pillow-top” effect?

  6. Suds
    April 10, 2011

    In 1983 that shaker top was a big deal. I miss the glass bottle too.

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