I have a new post at the Retroist sharing memories of Richard Lewis' commercials for BoKu in the early '90s.
BoKu was a brand of box juice released in 1990 by McCain Citrus, Inc. that was marketed to adults and presented as being more mature than children's box juices. I remember being surprised and confused at the idea of box juices for adults.“Box juices are kid territory” I thought. “Would grownups be seen drinking box juice?”
BoKu ran a big marketing blitz of television commercials that targeted adults and featured comedian Richard Lewis as BoKu's spokesman.
The commercials were memorable, with an indignant Richard Lewis dramatically espousing the virtues of BoKu by saying things like “It’s my undeniable right as a man of the ‘90s to quench my thirst in my own way! I want a BoKu!”
Read the full story at the Retroist here: http://www.retroist....dult-box-juices