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“Joy Juice”

It’s funny to see ads here in Singapore. The marketing perspectives and how to appeal to a whole different culture can be quite interesting.

This was an ad at a bus stop. I have no idea what it is, but it’s the “Original USA Joy Juice Recipe” so that’s got to count for something right?

Wikipedia tells us the following:

The name, “Kickapoo Joy Juice”, was originally coined as a “volatile brew” in Li’l Abner, an American comic strip.Al Capp, the cartoonist, described the drink as “a liquor of such stupefying potency that the hardiest citizens of Dogpatch, after the first burning sip, rose into the air, stiff as frozen codfish”. The concoction was brewed by Lonesome Polecat and Hairless Joe, two of the comic strip’s backwood poachers. Capp asserted in 1965 that the cartoon “never has suggested that the drink is moonshine”, in response to claims that the Kickapoo Joy Juice of Li’l Abner was an illicitly distilled liquor.

The real world drink was introduced in 1965 under NuGrape, a former brand of The Monarch Beverage Company. That year, Nugrape worked out a deal with Al Capp, the owner of the “Kickapoo Joy Juice” rights, to produce the beverage as a carbonated soft drink. Capp, however, would have the last word on all advertising and promotion. Kickapoo Joy Juice’s early advertising campaign was very similar to Mountain Dew’s of the time – using characters from Li’l Abner to create and market a hillbilly feeling. Although the product is currently distributed largely in Asian markets (Singapore, Malaysia, Brunei and Bangladesh), the can still comes decorated with a vintage Li’l Abner drawing.

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