In the 1950s, Dr. Brown’s added black cherry to its flavor arsenal, using New York grown Mount Morency Cherries to achieve the perfect blend. They would later add root beer and orange soda as new varieties in an effort to compete with the likes of Hoffman, Kirsch and Hammer, who were making inroads with Jewish communities across the US. It was during this decade that cream soda and black cherry surpassed Cel-Ray as Dr. Brown’s bestselling flavors. Diet versions of cream, black cherry and Cel-Ray were introduced in the late 1960s to enable Dr. Brown’s to compete with the sugar-free offerings by Kirsch, Diet Rite, Fresca, and Tab.

One of the most significant marketing elements of the Dr. Brown’s brand is the distinctive packaging. In the late 1970’s American Beverage enlisted the talents of legendary graphic designer Herb Lubalin to give their 100 year-old product a facelift. The result: Each of Dr. Brown’s six flavors was provided a unique new look in cans and bottles that reflect its “old New York” origins. Cream soda was coupled with a vignette of the Statue of Liberty; Cel-Ray was assigned the Brooklyn Bridge; Black Cherry was matched up with the Central Park Carousel; Ginger ale was allocated the old Astor Hotel, while root beer was paired with an ice cream shop circa 1900. New slogans were also assigned to the brand including “Imported From The Old Neighborhoo” and “Taste Of The Town.” These nostalgic designs, along with a thicker, semi-circular logo, continue to adorn all Dr. Brown’s product to this day.