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Richard Lewis for BoKu - That time box juices were marketed to adults


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#1 Justin

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Posted 22 August 2015 - 10:19 PM

Richard-Lewis-Boku-Drink.jpg

 

 

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.

 

Richard-Lewis-Boku.jpg

 

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


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#2 Justin

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Posted 22 August 2015 - 10:22 PM

PS - Richard Lewis had his own sitcom at the time, and starred alongside Jamie Lee Curtis in Anything But Love airing on ABC in the Tuesday night lineup that included Who's The Boss?, The Wonder Years, and Roseanne.

 

 

 

 

 

 

Anything But Love ran for four seasons on ABC from March 7, 1989 to June 3, 1992.


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#3 RickR

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Posted 22 August 2015 - 10:35 PM

Wow!  I remember neither BoKu or "Anything But Love". 


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#4 Arenafoot

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Posted 23 August 2015 - 12:47 AM

i don't recall these juice boxes. Were they available nation-wide? or just select markets?


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consoles I own: Atari 2600 Vader & Jr. (short rainbow) w/box, GCE Vectrex, Radio Shack CoCo2 (64k) w/box, Intellivision, NES, SNES, N64 (x3), Xbox (Halo Ed.), PS1 (x3), PS2 slim, Wii, Mattel HyperScan (x2) handhelds I own: Microvision w/box, Electronic Football (by Sears) w/box, Tomytronic Pac-Man w/ box, Entex PacMan2, Coleco Donkey Kong tabletop w/box (w/ Coleco "Perma-Power" Adapter), & all MGA Classic Arcade's and Jakk's Pacific/TV Games Plug-n-Play.


#5 Justin

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Posted 23 August 2015 - 02:00 AM

BoKu was available nationally from 1990 through 2003. The commercials with Richard Lewis ran through 1994. He ended up with an endorsement deal with Snapple in the end. My blog post goes into a lot more depth: http://www.retroist....ult-box-juices/


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#6 Rowsdower70

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Posted 23 August 2015 - 12:05 PM

Yeah, I distinctly remember Richard being everywhere for a short period of time, and then mostly disappearing.  

I personally thought he was fantastic as Prince John in Robin Hood : Men In Tights.


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#7 StormSurge

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Posted 22 September 2015 - 12:57 AM

He's fantastic in Curb Your Enthusiasm.

I'm having a difficult time recalling the show and the juice as well.




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